Posted: May 21st, 2015
You are required to answer the questions listed below.
Utilize and demonstrate understanding of the key marketing concepts(International marketing literature is required In order to complete) and associated issues covered during the course to explain the marketing performance of a leading global brand.
Please answer the following questions:
1. What is a brand and what are its key components? Explain how the new, non-OEM (Original Equipment Manufacturer) Samsung global brand meets and satisfies these requirements.
2. Why did Samsung re-position their brand away from being an OEM provider?
3. Explain the role of marketing communications in developing the Samsung brand globally? Why did the company select the communications mediums and run the type of communications campaigns it did?
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