Apple and Samsung Brand Positioning Essay

Words: 7759
Pages: 32

1.0 Introduction
Apple Inc., formerly Apple Computer, Inc., which is a multinational corporation that creates consumer electronics, computer software, and commercial servers, and a digital distributor of media content. On 1 April 1976, Apple was established in Cupertino, California and incorporated on 3 January 1977. The founders are Steve Jobs and Steve Wozniak who started with a Apple’s computer company in the year 1976. Apple has expanded into a very complex company that specializes in much more than just computers in the last decade. Due to the iPod product, Apple has successfully to break the barrier and ultimately becoming the dominant market leader of music players in the year 2001. In the year 2007, Apple started to join
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It is also known as an articulation of the "heart and soul" of the brand. Brand mantra is usually designed in three-to-five-word phrases to capture the irrefutable essence or spirit of the brand positioning. The purpose of designing short phrases is allows consumers to remember easily. Moreover, with the meaning brought out by the phrase, it will register the brand into the mindset of consumers.
Like every firm, Apple's new launched smartphone, the Iphone5 has a brand mantra which is “Think Different". They aimed to make things simple and take care of their customers very well. They wish to make everything as simple as possible yet produced high quality and high technology products, like Iphone5 so that there will be less mistake will be done. Therefore, when their customers are satisfied with their product, they will gain confident towards Iphone5 and also will help Apple gain plenty of loyal customers.
For Samsung, we will focus on their new launched smartphone, the Samsung Galaxy S3. The Samsung Galaxy S3 has the brand mantra of “Design for human, inspired by nature". The meaning that Samsung wanted to bring into Samsung Galaxy S3 is to reflect nature. They also wish to have stronger connection with their customer for both interface and product design. This samrtphone was designed for simple use and user friendly. By the way, this smartphone also added with cutting edge technology. This will make the technology to fit naturally into user's need