(Shocker, A., Srivastav, R. and Ruekert, R., (1994) .
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Brand Inventory.
Samsung Electronics.
Samsung Electronics is a large and diversified corporation. Its main business consists of four areas: Digital Media Network, Device Solution Network, Digital Appliance Network, and Telecommunication.
Device Solution: semiconductor, DRAM, hard disk, CD-ROM.
Digital Media: TV, LCD monitor, digital camera.
Digital Appliance: washing machine, microwave oven, dryer.
Telecommunication: mobile phone, telecom device.
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Considering the nature of business to business is different from business to consumer, we will focus on the business to consumer area.
Logo.
Samsung's logo was redesigned in 1993. The new logo attempts to express an overhauled image of Samsung's dynamics after its organisational restructure. The elliptical logo shape symbolises the world moving through space, conveying a distinctive image of innovation and change. The first letter, "S", and the last letter, "G," partially break out of the oval to connect the interior with the exterior, show Samsung's desire to be one with the world and to serve society as a whole.
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The strong blue color suggests stability and reliability, and exudes a warm and intimate feeling. However, the color is not always fixed, altering occasionally to fit specified promotion programs or product designs. .
Slogan.
The three business to consumer divisions (Digital Media, Digital Appliance, and elecommunication-Mobile phone) operate under the slogan of "SAMSUNG DIGITall, everyone's invited"."SAMSUNG DIGITall " means for all generation, for all customers, for all products. The appeal of this slogan is to convey the message that "Samsung makes everyone's life more convenient, abundant and more enjoyable through the development of innovative and multi-functional products.".
The slogan tries to delivers the concept that Samsung integrate and converge "information, communication and entertainment" in their products.