A Study on the Six Step Conceptual Branding Model Strategy of Philip Kotler
Introduction
The number of sales determines the success of a company. On the other hand, some sales per a given period are dependent on the quality of the brand. Different companies with similar goods develop their brand in a manner that would allow it to compete with others in the market. Philip Kotler has developed a six-step conceptual branding model strategy.
Definitions of the variables of Kotler’s model
According to Kotler (2016), brand purpose gives answers to the questions pertaining what the brand promises to accomplish. It states how the brand is going to change the lives of the buyers and meet their expectations. Brand purpose is what convinces the buyers to either buy or opt for an alternative.
According to Kotler (2016), Brand Positioning is the act of designing a brand in such a way that it would occupy the mind of the target buyers. It differentiates the company brand from those of other firms and gives the consumers a reason to go for your brand. According to Kuuru and Tuominen (2016), for a brand positioning to be achieved, it must be unique, appropriate, significant, sustainable, and support the organization needs.
Brand differentiation is the association of a brand with superior performance and thus setting the brand apart from the competition. The brand differentiation is achieved by ensuring quality, affordability and superior performance of the brand. The brand should offer what the competitors does not offer to be different from them.
Brand identity refers to the components that are related to a product. It conveys a message to the consumers about the brand. According to Kotler (2016), brand identity is built by creating a strong brand positioning and differentiation. Moreover, brand identity provides comprehensive information on what is to be expected from the product brand.
Brand trust is a strategy aimed at building confidence amongst the customers to make them believe that the brand will deliver according to its promise. This is aimed at making bigger sales and thus making profits.
Brand Beneficence refers to the promise that a brand offers to the consumers that it will serve the people and the society. A good brand beneficence ensures that the customers both individuals and community are not negatively affected.
Samsung Phones Brands
Samsung Electronics’ identity and purpose are well captured in its vision which is to “Inspire the world, create the future.” It aims at inspiring the world through innovation and enrich people’s lives. Samsung’s positioning is attributed to its innovative nature, design, high quality, and price.
It has always released products with new features, and thus it has enabled it to compete with other brands in the market such as Apple. Looking at brand’s differentiation, Samsung differentiates itself from other by trying to better personal experience and innovative technology. For example, the release of Galaxy S6 that has a curved screen placed Samsung in a better position in the market due to the introduction of a new feature (Dissanayake and Amarasuriya, 2015).
Samsung has ensured that it maintains its relevancy in the market by building a strong brand trust. By providing quality and improved technology and innovation, the brand has won the hearts of many customers. Its software and hardware complies with the consumer needs. On the other hand, it has maintained a good brand beneficence by ensuring the safety of the users while using their electronics. The customers enjoy the appearance and functionality capacity of the Samsung phones without any dangers (Steenkamp, 2017).
In conclusion, the Samsung mobile brands have the right strategy of marketing that has enabled it to remain relevant in the market all along. It has managed to compete with other brands such as Apple iPhone. However, in his work, Steenkamp (2017) reported that there are claims that Samsung has been tweaking and copying other company’s brands. The allegations have not been able to deter the spirit of Samsung company from providing the best of its services.
References
- Steenkamp, J. B. (2017). Global Brand Management. In Global Brand Strategy (pp. 181-208). Palgrave Macmillan UK.
- Dissanayake, D. M. R., & Amarasuriya, T. (2015). Role of brand identity in developing global brands: a literature based review on case comparison between apple smartphone brands.
- Kuuru, T. K., & Tuominen, P. (2016). Creating a conceptual framework for corporate brand positioning. In Business Challenges in the Changing Economic Landscape-Vol. 2 (pp. 177-195). Springer International Publishing.
Philip Kotler., (2016) Branding: From Purpose to Beneficence: Marketing Journal.
