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Week-2 Assignment by Vishesh

This document compares the brand architectures of OnePlus and Samsung in the mobile phone market. It outlines each brand's brand pyramid, including their brand core, personality, emotional and product benefits. While both compete in similar markets, OnePlus focuses on innovative, high-performance phones through competitive pricing, while Samsung offers a wider range at various price points with an emphasis on reliability and quality. The document also notes that while Samsung maintained a $61.1 billion brand value in 2019, OnePlus's exact value is unknown as it is a newer brand, but Samsung can be considered the more valuable overall brand.

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Motivational Expeditious
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366 views

Week-2 Assignment by Vishesh

This document compares the brand architectures of OnePlus and Samsung in the mobile phone market. It outlines each brand's brand pyramid, including their brand core, personality, emotional and product benefits. While both compete in similar markets, OnePlus focuses on innovative, high-performance phones through competitive pricing, while Samsung offers a wider range at various price points with an emphasis on reliability and quality. The document also notes that while Samsung maintained a $61.1 billion brand value in 2019, OnePlus's exact value is unknown as it is a newer brand, but Samsung can be considered the more valuable overall brand.

Uploaded by

Motivational Expeditious
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Building Brand Architecture Report: Oneplus vs Samsung

Introduction

This report builds and examines the brand architecture of two brands – Oneplus and Samsung - in the
personal mobile market i.e, Mobile and Cellphones. The two brands are chosen as they compete in very
similar markets and yet have very different brand personalities. Oneplus and Samsung are among the
most valuable brands in the personal mobile market, and this report will bring out the stark differences
in the brand architectures of these two brands. The goal is to observe how consumers can have vastly
different perceptions of and relationships with very similar products owing to the differences in brand
architectures.

Brand Architecture

The first step is to develop brand pyramids for both brands.

➢ Brand Architecture for Oneplus

Brand Core/Essence- Never Settle

Brand Personality- Innovative and excellence

Emotional Benefits- Finest Fame, social bond

Product Benefits- Easily Upgrade Plan, 1 yr


extended warranty free, exclusive Support

Product Attributes- Oxygen OS, Dash charge, Gorilla


glass 3
➢ Brand Architecture for Samsung

Brand Core/Essence- Tangible, Performance,


Promise

Brand Personality- Sophistication, artistic

Emotional Benefits- Feel free, word of honour

Product Benefits- durability, speed, availability and


ease of repair

Product Attributes- Toggle fullscreen, Custom


Vibration Patterns, Sleek Design

Brand comparison

As we can see both brands compete in very similar markets. As both brands have almost same vision to
create the digital Future and to address communication and software requirement of customer
platforms. However, the differences in the brand personalities appeal to very different target audiences
in the same market. Oneplus delight itself on the skimming and competitive pricing. On the other hands
Samsung attract its customer by price modification according to the level of customer, they offer
product from higher range to lower range. While Oneplus believes in its mission for a global
communication leader powered by a passion to invent and an unceasing commitment to advance the
way the world connects, Samsung mission is to be always a best digital-e-company and dedicated to the
success of their clients, community and stakeholders.

In creating Products, Samsung concentrates on attractive design, excellent reliability and Oneplus focus
on market share which they have already built and make products according to import price of the
product parts but the loyalty of oneplus product is truly pure. Samsung has different variety of mobile
phones according to the market, It lets its customers control the pricing through the customization
model. But Oneplus focus on the best experience which should be utilized by only Core people for
smooth gesture and smooth experience.

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1
https://www.bgr.in/news/samsung-reclaims-no-1-premium-smartphone-brand-position-from-oneplus-
in-india-808655/
Due to differences in pricing, Samsung pricing is Skimming and Competitive which are linked to the
product life cycle, whereas Oneplus Pricing is based on the high margin products. Thus both brands
serve the company’s goal of revenue share through two different drivers.

Brand Value

Samsung Electronics maintained the number six rank in Interbrand’s “Best Global Brands 2019” list with
a brand value of $61.1 billion. Samsung’s mobile business has kept up with successful launches in the
Galaxy series. The company led the industry in the foldable smartphones category by launching Galaxy
Fold, and continued its effort in resonating with consumers with Samsung’s brand story “Do What You
Can’t”. Samsung shows Strong growth potential based on future innovation technologies including 5G,
AI, IoT.

Oneplus market leadership and investment in innovation also contributed to this year’s successful
evaluation. Oneplus investments were not limited to in-house R&D, but also included efforts to expand
its product ecosystem through strategic partnerships, as well as investment in startups that have
cultivated new business opportunities in a variety of fields, including the automotive industry.

Following this year’s announcement of Interbrand’s Best Global Brands, the Best Global Brands goes to
Oneplus in year 2019. However, Oneplus brand value could not be fully determined because of certain
reports and only few years in the market. However, Samsung can be arguably treated as the more
valuable brand. Over the few years, Oneplus has struggled to maintain the brand value that it had during
its astronomical rise. While Samsung continues to grow its fierce brand loyalty, Oneplus products are
increasingly seen as replaceable commodities and better brand growth.

Sources Consulted

As referenced in the footnotes.

_______________________________________
2
http://www.businesskorea.co.kr/news/articleView.html?idxno=37117
3
https://www.gizmochina.com/2019/04/16/oneplus-jets-into-the-top-5-premium-phone-makers-
globally-for-the-first-time/

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