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Choosing Personality as the next level of Brand Meaning:
Samsung Electronics Company has proved to be a leading technology based company which has a strong design team. But the technological innovations are becoming too common. People have seen these new technologies in different devices that they use. So in order to differentiate from the rest of the market, Samsung should improve its personality by telling a compelling story appealing to the emotions of customers and attract them.
Recommendations:
FCB has done a wonderful job of segmenting the market into accelerators, turning point and advanced. Samsung should conduct further research in each of these market segments and create a detailed segmentation of customers who can be targeted by creating a personality for Samsung. Conducting campaigns like “Samsung DigitAll-Everyone’s Invited” are first step in this process. More of these campaigns should be formulated giving importance to the cultural aspects of a specific country and should be promoted in each country independently. With the advent of new technologies, electronic devices have become very complex. Samsung can build a personality by differentiating itself from the rest of the brands by making products that are simple to use but which deploy latest complex technologies. While advertising, focus should be given more on explaining the personal benefits and experiences of using a Samsung product than the technology behind them. This will make the consumer to perceive the product as a life-time companion. Consumers should feel that the product is made for them specifically.
Pros:
By clearly showcasing the vision of Samsung as a user-friendly, life-enriching brand, consumers will feel the usage of Samsung device as an experience. This will create a strong perception of brand recognition in the minds of consumers. This will have a cascading effect in

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