Samsung vs Apple
Students Brand Preferences Between Apple and
Samsung Smartphone
INTRODUCTION
Smartphone has revolutionized the way we do thing, the role Smartphone play in today’s society is phenomenal. Today’s Smartphone is taking the role of computer, making it possible to do a lot with this small hand held device. It has a broad use such as sharing information, paying for products, browsing, and shopping. Virtually every activity today has a Smartphone application for it. Smartphone can be defined to be a device that enables the user to make telephone call and at the same time has some features that allow the user to do some activities that in the past was not possible unless using a computer or a personal digital assistant (PDA), such as sending and receiving e-mails, amending an office document. Nowadays brand plays a very vital role in consumer buying decision. While consumers usually go for a familiar brand, but the concept of brand transcend beyond a trademark or name. The concept of brand encompasses much more than trademark.
Consumers of Smartphone are strongly influence by brand when it comes to choosing Smartphone. According to Ahmed a strong and clear brand image can increase consumer confidence and convince consumers to purchase.
The brand name signified a level of quality and consistency consumers could trust. Thus, Quaker
Oats, Ivory Soap, and Levi have instilled in consumers a degree of confidence that their unbranded competition did not, according to The Freeman Ideas on Liberty (2011). An increasing number of high –technology companies have undertaken brand-building initiatives under the premise that these initiatives can create an asset that generate long-term profit, e.g. Intel´s , Intel inside campaign, which began in 1991.
Brand equity is the value associated with the marketing activities that enhanced the overall offering such that a premium could be earned over the same offering if it were unbranded. This indicates
Samsung Smartphone
INTRODUCTION
Smartphone has revolutionized the way we do thing, the role Smartphone play in today’s society is phenomenal. Today’s Smartphone is taking the role of computer, making it possible to do a lot with this small hand held device. It has a broad use such as sharing information, paying for products, browsing, and shopping. Virtually every activity today has a Smartphone application for it. Smartphone can be defined to be a device that enables the user to make telephone call and at the same time has some features that allow the user to do some activities that in the past was not possible unless using a computer or a personal digital assistant (PDA), such as sending and receiving e-mails, amending an office document. Nowadays brand plays a very vital role in consumer buying decision. While consumers usually go for a familiar brand, but the concept of brand transcend beyond a trademark or name. The concept of brand encompasses much more than trademark.
Consumers of Smartphone are strongly influence by brand when it comes to choosing Smartphone. According to Ahmed a strong and clear brand image can increase consumer confidence and convince consumers to purchase.
The brand name signified a level of quality and consistency consumers could trust. Thus, Quaker
Oats, Ivory Soap, and Levi have instilled in consumers a degree of confidence that their unbranded competition did not, according to The Freeman Ideas on Liberty (2011). An increasing number of high –technology companies have undertaken brand-building initiatives under the premise that these initiatives can create an asset that generate long-term profit, e.g. Intel´s , Intel inside campaign, which began in 1991.
Brand equity is the value associated with the marketing activities that enhanced the overall offering such that a premium could be earned over the same offering if it were unbranded. This indicates