“Samsung is gaining fast on Apple in terms of brand affection,” Haydn Shaughnessy reports for Forbes. “In Interbrand’s 2013 brand index, a benchmark measure of brand value, Apple came out on top, ending a 13 year run by Coca Cola. The signs are though that Samsung, which has been investing heavily in brand loyalty and not just marketing, is now challenging Apple in this crucial area of marketing, as analysts look across a wider range of social media and psychometric levers.”
“A ‘brand dependence’ index revealed at CES last week suggests that more people are dependent on the Samsung brand than any other in consumer electronics,” Shaughnessy reports. “In fact Samsung, marginally, beat out Microsoft. The methodology probes feelings about a brand, notably how integral a brand is to a person’s life and how often and naturally a brand comes to mind. On the upside for Apple, it scores higher for people with salaries of over $50,000.”
“But separate studies show that both Samsung and Microsoft are taking the consumer brand battle to Apple and winning. Forrester reported just before CES that Microsoft was the leading consumer brand in consumer tech according to its True brand compass research, with Apple inching ahead of Samsung in brand resonance but not in trust where they are level,” Shaughnessy reports. “At the same time Samsung can be seen winning out in all forms of social media. Samsung has been trying for the past three years to win the hearts of its users, to go with the loyalty that its relatively low prices inspire. As part of its brand strategy it has invested heavily in social engagement and that too is paying off. EConsultancy notes: ‘Samsung was named as the most shared brand of 2013 during Unruly’s inaugural Video Sharing Awards (VSAs) held at the end of 2013. Samsung achieved a total of 7.3m shares during last year. This is 2.3m more shares than second-placed GEICO and, according to Unruly, Samsung achieved a 201% increase on the previous year when it finished in eighth place.'”
Read more in the full article here.
MacDailyNews Take: Anyone who can look at the Samsung logo and not think of a corrupt, thieving, cronyistic outfit that churns out blatant knockoffs of other companies’ patented products — whose only constant is subpar build quality — is blind, delusional, and/or morbidly stupid.
It’s ironic and sad that Apple, by inexplicably continuing to buy chip fab, displays, etc. from Samsung to the tune of billions of dollars per quarter, helps finance Samsung’s saturation branding and marketing efforts which elevates Samsung’s brand, in the process diluting Apple’s brand, at least in the eyes of the regrettably multitudinous ignorati.
Related articles:
Apple tops Dell for first time as most popular brand for PCs – December 5, 2013
Phil Schiller in damages retrial: Samsung’s slavish copying has effectively diluted Apple’s brand – November 15, 2013
Forbes’ World’s Most Valuable Brands: Apple #1 for 3rd straight time; worth nearly 2x any other brand on planet – November 7, 2013
Interbrand: Apple overtakes Coca-Cola as world’s most valuable brand – September 30, 2013
Interbrand’s Best Global Brands 2012: Apple jumps to #2 – October 4, 2012
Interbrand: Apple rises to 20th in brand value rankings – September 21, 2009
Apple gains ‘staggering 24 percent’ in 2004 brand value chart – July 23, 2004
No they aren’t.
All that has changed is who Samsung is paying to say good things about them. It used to be bloggers; now it is theses kinds of folks.
Samsung sells everything from TVs to appliances so it’s no surprise that Samsung would have a broader dependence as a life brand.
I bet Apple doesn’t pay attention to these kind of scores. They just make great products that people love to use and feel good about owning and they have been making a mint at it.
Exactly. I really like my Samsung washer and dryer. They beat the previous brands I have owned. But that doesn’t mean I want a Samsung phone or computer.
“They just make great products that people love to use and…” that other companies LOVE to copy.
This is CES inspired twisted logic to make their show and the exhibitors look important when in all truth it has been a bland mostly irrelevant freebie holiday for the tech press and need something to print to fill column inches and ensure next years invite.
,or something…
Apple best be taking a long hard look at itself. Acquiring customers that are will willing to spend money on quality is not alway the best option. Android has a massive following in the pirated app market and this is where Apple should be heading. Look at any torrent site, Android out numbers iOS 50-1. Who winning?? numbers speak for themselves
spose i forgot the /s tag but anyone who can’t see that should go buy a Samsung product
You need to be more dramatic next time 😉
Haha, you got me.
I’ll go line up for my galaxy s3 touch wiz bs now. It’s been fun MDN!
The pirated app market….
Because 0.00000000000000000000000000001% of regular consumers care
Meh, not so much, sony had a far better brand and actually innovated products. Samsung is a thieving MeeToo! kind of brand and as such is a house of cards. They have already peaked (as indicated in the downward arc in the demand for their consumer products in the last year) and will fall far more quickly than most “experts” predict.
Look, if you include their TVs in this study, of course you are going to see Samsung skew higher. Despite their theft of intellectual property on the smartphone and tablet side, Samsung makes great TVs. Take television out of the equation and you’ll see those numbers drop so far they won’t even be on the radar.
As far as Microsoft “taking the consumer brand battle to Apple and winning”, that statement is such fantasy that Shaughnessy is smoking something. Some of these tech writers don’t have a clue and are still on the “I hope Apple fails” bandwagon. That isn’t going to happen.
They make toilets. I love crapping on Samsung everyday!
Samsung toilet paper… cases
http://www.cafepress.com/+toilet-paper+samsung-cases
It’s sad that people are so damn stupid.
even sadder that those same people voted for The Messiah….twice.
Stupid remark. OCD on the brain? This is not a political forum. Or is that beyond your perception?…
auramac, you’re confusing botvinnik et al with sentient beings… 😆
You are “morbidly stupid.”
and boy are you a typical example.
39 so far.
Reject the false messiah, Obama!
All Hail the illumination, goodness and wisdom of the True Messiah, botvijerk!
All truth floweth from Him.
He knoweth everything about everything.
botvijerk messiah for President!
You may wave the NY logo, but New Yorkers know you’re really from Jersey.
Botvinnik,
As Abraham Lincoln once said, It’s better to be thought a fool than open your mouth and remove all doubt.
You demonstrated here that you are too easily amused. Behaving like the douche bag who, at the end of the opera—while everyone else is giving a standing ovation—draws attention to himself with a sophomoric stunt like yelling “Boo, I saw a prop fall down!” impresses no one.
Grow up.
Very well put, Greg.
I really do appreciate all you boys and girls playing with my Botty. It certainly is stressful. His dad and I do our best. He gets his weekly beating and he’s on several drugs. You may have noticed he’s been a bit better lately. Although maybe that’s due to the leader of your gang – what’s his name, MDN? – laying down the law.
If you just get totally fed up with him and want to have a “conversation” out in the back alley, that’s fine with us. We won’t cause any trouble for you.
yet another ovine.
He got me once, but I woke up by term #2
It looks like one took your bait!
Analyst is losing his mind trying to come up with stories, and link bait
A project manager/engineer (who was let go during layoffs) at my work owned a Shamdung phone. He was oh-do proud of its (supposedly) way- cool features like it’s ability to scroll by detecting where his eyes were looking. After two minutes standing there in my office, he actually made it work for about five seconds.
Shamdung’s products remind me of Wal-Mart: you too can buy a $39.95 electric weed whacker… and it has way-great quality too. Like Wal-Mart, Shamdung has a customer base that will buy crap based upon “features” and price; they ate incapable of even recognizing</i
(oops, fat thumb)
…are incapable of even recognizing quality, let alone appreciating it.
And Samsung appears in every commercial featuring phones and tablets by cable companies because they pay for it. Apple won’t.
The majority of people will settle for crap, as long as it is cheap. Wal-mart is very busy. VHS beat out Betamax. Windows beat out Macintosh. Any reasonable person would expect Samsung to outsell Apple. Just remember, those Samsung customers may report “brand loyalty”, but the next cheap thing from another company will win out when Samsung starts wanting to make a profit.
“Windows beat out Macintosh.”
You lie.
Here’s proof.
Samsung loyalists are generally people that care for nothing but themselves while Apple loyalists seem to feel they are a contributing part to something larger than themselves. Every Samsung loyalist I know also has an anger management problem, expects Apple to bring them orgasms but looking at an Apple product but forgive Samdung anything. It’s a character flaw.
“In Interbrand’s 2013 brand index, a benchmark measure of brand value, Apple came out on top, ending a 13 year run by Coca Cola.”
So… Apple is on top, beating out a stalwart brand like Coca-Cola, and they are somehow in trouble?
Samsung still has to pass Microsoft and Google before Apple should be worried. And the Samsung brand in the mobile space will fizzle out before that happens (see Galaxy S 4 sales flop, and Samsung’s unsustainable marketing expenditures if sales of the Galaxy S 5 follow suit).
If you don’t make your product obsolete, your competition will… Apple seems to be coasting on Steve Jobs vision… I don’t feel any edge with their marketing.. There is trouble. And anyone who own’s Apple stock should not deny it. Samsung and Android products are everywhere, and I rarely hear of disappointed customers. That is why they are gaining, and Samsung aren’t stupid, they improve all the time. And when Apple is not going for enterprise, there goes a huge older demo, while it seems Android and Samsung are getting the youth market. Samsung are locking in young consumers that will grow with their products. We heard that was supposed to be Apples strategy for years… with education. Apple dropped the ball on Education as well, simply with their pricing. MDN take on Apple buying Samsung components is dead on.. WHY after all this time? Posters here are UBER apple freaks. The general public gets to decide every day. They just want what works at the right price. Don’t think for a second that Apple doesn’t want those customers.
FUD!
The only thing samsung has managed is to destroy their credibility and reputation as an honorable company !
I guess bad pr is good pr anyway. Ha?
I for one know several people that wont touch a samsung product after their shenanigans in the last few years.
If they are winning ?..it is not happening in my corner of the world !
If this were true, then I’d see far more people out there ‘in the wild’ using Samsung smartphones and tablets.
I’m not. Far and away the iPhone is the most used phone I see when I’m out and about, especially on public transport in cities like London.
Those phones that aren’t iPhones are a mixture of dumb phones, feature phones, and the occasional non-Samsung, like LG or HTC.
That’s real-world observation, not spurious chatter from someone like Forbes, who seem to have a clear anti-Apple agenda.
True story: I’m looking at replacing my refrigerator, washer and dyer. I want some of the new features. I didn’t buy the Samsung brand because I don’t like what the courts have said in the Apple/samsung battle.
I’m hoping Apple will use Intel and Micron to produce more of their components. There is Micron/Crucial Ram in my iMac and laptop.
Truth is that according to IHS iSupply the only thing samsung manufactures in the iPhone 5c and 5s is the processor the A6 and A7. The displays are made by Japan Display, and LG. Memory by Elpida (a micron company). The rest of the components by others not associate with samsung in any way.
Hopefully Apple will move to TSMC for the A series processors this year and completely dump samsung. There all that is left.
Here’s the article outlining who makes what in the 5s.
http://www.isuppli.com/Teardowns/News/Pages/Groundbreaking-iPhone5s-Carries-199-BOM-and-Manufacturing-Cost-IHS-Teardown-Reveals.aspx
Buy a Speed Queen washer and dryer. They are commercial quality and will last much longer than other brands, plus they are made on Ripon, Wisconsin. Speed Queen has human beings answering the telephone, can you imagine that, real humans?
The quoted article stated that, “Samsung has been trying for the past three years to win the hearts of its users, to go with the loyalty that its relatively low prices inspire.”
WTF? If someone is “inspired” by low prices then by definition that person has NO brand loyalty!
The cited article is just plain FUD.
Anyone who can look at the American flag and not think of a war mongering, morally bereft, unethical state that spews out a super bully acts of terrorism and torture towards the free world — whose made their constitution into toilet paper to be read by those suffering from constipation — is a victim of the propaganda machine not unlike that of the Nazis.
It’s ironic to watch a nation of people, good people that supposedly have the right to wear T-shirts to show off their bare arms, that taut the benefits of the land of the brave and the free have become the exact opposite.
It’s not hard to see the parallels between Apple and Samsung here when it comes to branding. The author dances around but fails to point out two of the main drives to brand loyalty. One is the quality of the product or service. The other is that well known propaganda machine.
As the author concludes “Is it time we reappraised people’s affections for the brand too?” it most certainly is. Are the brands of Apple and Samsung based on the quality of their products of the strength and effectiveness of their propaganda machines?
The affection for Samsung is always short lived. Once the customer finds out they got old software, no support, no way to update they then go to Apple and buy what they should have in the first place. Quality products that are always up to date, service and support that is face to face, not mail in or phone in only. No malware, quality Apps, and retail stores that can really help you get the most out of the products they buy.
Exactly what happened with my teenage son who thought he knew it all. He actually stuck it out through 2 Droids then ditched them and got an Apple 5s in November. He couldn’t be happier to “get rid of that piece of shit ‘Droid” as I had to hear every day for over a year.
Dang! I read the headline and got all ready to use the old response of:
“Yeah, and there are more cockroaches than humans. But I prefer humans.”
Then I read this:
“Samsung is gaining fast on Apple in terms of brand affection”
Affection? I don’t think so. This has to be one of the most ridiculous statements I’ve read in tech news in years. 🙄
Isn’t it amazing what passes for technology writing and analysis these days? Is the author stupid, or a propagandist?
Next article please…
Electronics at my house in order of ubiquity:
1. Apple (by far)
2. Panasonic
3. Kenmore
4. Cuisinart
5. LG
6. Vizio
7. Belkin
8. Sony
No Samsung at all! Guess they don’t have the pull of a black hole just yet.
if Samsung has such loyalty, wouldn’t all the samsung phone owners also ow Samsung TV, washing machine, cooker, vacuum cleaner, dish washer, juicer, microwave, air cooler, fan heater etc, i don’t see that happening. Samsung phone owners have LG TV, and everything non samsung. Says a lot how BS this news article is
Low prices do not inspire loyalty. They inspire necessity.
I have resisted buying anything made by Samsung because I refuse to reward their thieving ways. I really wish Apple would do the same. In fact, why should I give a damn, if Apple continues to support their biggest thief?
Apple is losing ground to the Cluster-Fox effect !!! IF anyone is bombarded by lies, mis-information, deliberate (Samsung admission) deceits and any legal thuggery you can make up every hour of every day then the thin-skinned consumer is going to start believing it after a while just to make the insidious BS stop.. Look at Microshaft… They got away with lying to their customers on ALL SUBJECTS for decades !!!! Their whole corporate strategy was based on the stupidity of the consuming public….
All of this is BS. Samsung products are mostly crap – across ALL lines. If you want examples, let me know….. Yeah, I’m now an Apple customer.. So what… If they work as advertised… Do everything the supplier says they will… And, rarely break, I WILL be a customer the rest of my life…. You TOO will grow weary of the arrow holes in your back and finally buy a MBP. You’ll never go back…