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Case Study

30/03/2020 Client: kimy Deadline: 24 Hours

I need to read this case study and then answer the 2 questions at the end. Own work, careful with plagiarism.




Case 2: Samsung: Building a Great Brand


Ten years ago, Samsung Electronics Company sold a bunch of low-end electronics under various brand names such as Wise view, Tantus, and Yepp. New management decided to ditch these names and brand all of its products Samsung. At the same time, it invested heavily in design and product quality and in 10 years, it now makes top-of-the-line cell phones and digital TVs that showcase its technological advancements. These are products to which consumers form strong bonds because they use them so much. Between 2000 and 2005, Samsung grew its brand equity by 186 percent, the second-biggest gain in value (behind Google), passing Sony who once had the premier brand reputation in electronics. Good looks, ease of use, useful features—these are the keys to building a great brand reputation. The ultimate driver of brand reputation is a quality product development process.

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