A Study on the Six Step Conceptual Branding Model Strategy of Philip Kotler

Table of contents


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.


  1. Steenkamp, J. B. (2017). Global Brand Management. In Global Brand Strategy (pp. 181-208). Palgrave Macmillan UK.
  2. 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.
  3. 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.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyhomeworkGeeks
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Data 564
excellent work
Customer 452773, April 11th, 2024
Managerial Accounting & Legal Aspects of Business ACC/543
excellent work
Customer 452773, February 7th, 2024
Business and administrative studies
excellent job thank you Your Score 166.25/ 175- A 1. Current Culture 15% of total grade 18.37 Criterion "1. Current Culture" has textual feedback Criterion Feedback I see interesting points, though, in general they are not about the culture.
Customer 452773, June 4th, 2023
Customer 452773, January 25th, 2024
English 101
great summery in terms of the time given. it lacks a bit of clarity but otherwise perfect.
Customer 452747, June 9th, 2021
I just need some minor alterations. Thanks.
Customer 452547, February 10th, 2021
Business and administrative studies
Customer 452773, March 3rd, 2023
Leadership Studies
awesome work as always
Customer 452773, August 19th, 2023
Business and administrative studies
Thank you for your hard work
Customer 452773, October 19th, 2023
Business and administrative studies
Thank you for your hard work and effort. Made a 96 out of 125 points Lacked information from the rubic
Customer 452773, October 27th, 2023
Business and administrative studies
excellent, got a 100
Customer 452773, May 17th, 2023
Customer 452773, March 15th, 2024
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp