Studen Brand Comparison Betwen Apple and Samsung

This paper will give us an overview of the patent infringement war between the world’s two biggest smartphone makers – Apple Inc. and Samsung. For the last three years, these two technology giants have clashed on a scale unheard of in the history of the business world, their licit war costing more than a billion dollars and spanning four continents. For the purpose of this paper, I will go back to where the Apple vs. Samsung saga began, back in April 2011. The main objective of this paper is to analyze the different types of intellectual property infringements that had been claimed by Apple Inc. against Samsung Electronics Co.

Are you an Apple user or an Android user? I'm sure you've heard a similar debate of differing brands in your lifetime. I, like others, usually don't put much thought into questions like these and quickly reply "I'm an Apple user – I love Apple". However, even the simplest questions of preference can have root in our identities and how we communicate to others around us. Studies show that consumers often chose brands that they feel align to their self-image (Andreea & Catalin, 2014). Advertising, along with other communication industries, uses the concept of identity to promote messages. I would even go as far to say that individual consumers have developed the image of themselves from what products they use – a very powerful tool in advertising. Scholars have stated similar saying that identity is a code that consists of symbols (possessions), words (self-description) and the meanings that you and others give to these things (Littlejohn & Foss, 2011). It is important to understand how we come to define ourselves since identity effects many aspects of our life, such as what phone we will use to our overall health.

A simple way to measure brand switching is by observing repeat purchase over time. Brand switching could occur for many reasons and have different implications depending on the product. Whether its tangible or intangible, is it easily accessible to the consumer? Whether or not its matches the consumers expectations? Does deliver the promised benefits?

Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.

..................... 3 1.2. Theoretical background........................................................................................................... 4 Brand image..................................................................................................................... 4 Consumer perception ...................................................................................................... 6 Adaptation ....................................................................................................................... 7

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

Apple and Samsung are the major competitors in the smartphone field. We would, like to discuss why they’re leading and conclude which one is better. In the electronic industry these two companies fight are considered as the highest massive ever. They mainly clash for brand image and brand reputation but any consequences regarding this fight, the impact should be faced by both these companies in terms of brand reputation loss and also the loss of huge amount of money over the litigations We would like to discuss the following,

Smartphone market is fast-moving and very high competitive due to intense competition between two big smartphone producers, Apple and Samsung. At the beginning, Apple dominated this market solely by introducing a new innovative type of smartphone by Steve Jobs that has revolutionized people lifestyle and mobile industry. A few years after launching iPhone, a new fast following competitor, Samsung came into this market, and their sales have outperformed Apple from the year 2011 (According to Chart A1 in Appendix). In term of developing their product, Samsung has created its products by following Apple’s technology since the beginning of producing its smartphone, therefore there are many patent lawsuits between them. Since Steve Job passed away, Apple has continued to develop its core competence, which is an innovation of new type of smartphone that could help them to take back their market share from its rival, Samsung. Nonetheless, the competition between Apple and Samsung will still continue intensively in the future.

This research explore the hypothesis that overseas students today prefer branded smartphone because they have a positive perceptions towards their quality and are brand loyal rather than creating self-image. The study was conducted among 50 overseas students, form different nationality, which were collected from Navitas English, Sydney. The instrument chosen for the survey were a questionnaire which was administered informally to the students during the class time and school break. The finding revealed that the majority of overseas students had a positive perception of the

The Apple versus Samsung case has been on the tongues of and minds of the world. News agencies, lawyers, inventors, computer geeks, consumers and businesses are all gabbing about what this case means. What will be the ramifications after the appeals have finalized, and the dust settles? Will intellectual property be protected? Will innovation continue to stun the world? Will consumers pay the price for this tech war? What are the boundaries of inventions? Not surprisingly, there are at least ten different answers for each of these questions depending on what expert is answering the question. The consensus as to what the future of technology will hold is far from being reached. When these cases world wide have finished throwing money,

The two famous smartphone companies, Samsung and Apple were known to create the best smartphone on the market. The history of these two companies consists of many interesting facts, and how they were created will surprise you. Apple was first founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in the year 1976. While, Samsung was founded by Lee Byung-chul in the year 1938 as a trading company.

Apple Inc. v. Samsung Electronics Co., Ltd. was the first of a series of ongoing lawsuits between Apple Inc. and Samsung Electronics regarding the design of smartphones and tablet computers; between them, the companies made more than half of smartphones sold worldwide as of July 2012.[1] In the spring of 2011, Apple began litigating against Samsung in patent infringement suits, while Apple and Motorola Mobility were already engaged in a patent war on several fronts.[2] Apple's multinational litigation over technology patents became known as part of the mobile device patent wars: extensive litigation in fierce competition in the global market for consumer

Instead of pursuing independent product development, Samsung has chosen to slavishly copy Apple’s innovative technology, distinctive user interfaces, and elegant and distinctive product and packaging design, in violation of Apple’s valuable intellectual property

Brand preferences and customer loyalty: the process of establishing brand recognition and building customer loyalty are slow and costly.

The case study commences with the integration of innovative design and brand management by Samsung Electronics which started a new trend in the electronics industry. As discussed in the case, initially Samsung was not much popular and lacked design identity but later it relocated itself by: