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Unveiling Samsung vs. Sony: Brand Management Case Study

Dive into the brand management strategies of Samsung Electronics and Sony Japan, exploring their revenue, profit growth, organizational changes, and marketing strategies. Discover the key factors that led to the success of Samsung over Sony in this compelling case study.

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Unveiling Samsung vs. Sony: Brand Management Case Study

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  1. Professor Carl Mela Marketing 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Samsung Electronics

  2. SEC - What Happened? 26 Sony Japan Consumer Electronics 11,695 9%

  3. Sony Vs. Samsung

  4. SEC What Happened • 2002 • $44.6 BB Revenue • $5.9 BB Profit • 2006 • $59.0 BB Revenue • $16.6BB Profit • John Kim Video • Growth in all lines

  5. SEC What Happened

  6. SEC – Recent Advertisement • Simplicity and youth

  7. Overview • Migration from engineering to branding orientation • OEM to brands • Redesign organization to add marketing • Customized products and higher margins • Push to pull marketing • Implementation & Eric Kim • Training • CEO Support • Compensation and budgets

  8. SEC Summary • Brand management framework • Brand awareness and associations (Wow!, Simple, Inclusive) • Brand management system • New organizational design • Role and influence of CMO • Marketing planning • Process adopted

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