Apple Brand
Student’s Name
Institutional Affiliation
Samsung Brand
Samsung is among the South Korean international companies. The competitiveness and the progress of the Samsung brand are mostly associated with product development strategies, such as advertising, which upgrade its image and reputation. As a result, the Samsung brand is perceived as one of the most appealing and persuasive customers. This paper is structured to analyze the Samsung brand as per the three sections following three different readings, such as The Spirit of Luxury, Questioning the Super-Rich, and Advertising: the magic system.
Analysis Based On the Readings from the Spirit of Luxury
The Samsung Company is continuously transforming its old ways to adopt the most popular and suitable characters that are highly appealing to the consumers. The company’s transformation is aimed at attracting and winning more buyers for the brand. While developing smartphones, among other technology-related products, this company has ensured the incorporation of advanced features that outstandingly improve its competitive advantage to compete with other related companies like Apple Inc Company.
(iPhones from Samsung company)
Nevertheless, the newly adopted features with the Samsung Company have trigged its transformation of the Samsung brand into a luxury brand. Following the quality of the products and the services offered by the Samsung Company, it is acknowledged as one of the luxury brands. The emergency and the transformation of the Samsung brand into not deliberate since it is made to meet the need of particular groups of people in the broad market. The Samsung Company has significantly promoted its products and services to fit the people’s luxurious living, especially with the high-class levels. The Samsung Company has progressively adjusted the lowest-priced technology products such as iPhones and laptops to create a better market for them. The strategy of adjusting the prices is mainly aligned with the concept of contemporary consciousness, where there are high-priced products and services that people prefer consuming. Following this strategy, the Samsung Company has been able to increase its sales, especially in the most developed states like the U.S, where people prefer quality.
Also, the Samsung Company has significantly modified its brand into luxury following the original idea of conspicuous consumption. The notion of conspicuous consumption amongst the customers within the current societies reveals their needs to acquire luxury goods and services. Likewise, the Samsung Company is committed to displaying people’s social and economic status as its products are slightly higher than other companies except for Apple Inc Company. Also, the concept of conspicuous consumption indicates that most people acquire some products, especially the luxurious ones, to reveal their social, economic status; instead of considering their usage and expenditures. Contrary, conspicuous consumption denotes the cultural politics of sumptuousness, where people (customers) are required to fit and acquire luxurious goods and services. The Samsung Company bases its brand on the conspicuous consumption concept, which the most preferred in modern society.
Usually, luxury has evolved from the negative perception portrayed in the previous centuries by philosophers like Cicero and Plato regarding the new perception provided by David Hume. The Samsung brand concentrates on the newly created concept of desire, which most people seek to satisfy (Armitage & Roberts, 2016). Nevertheless, luxury has essential features, such as the acquisition of more labor for production and more money for the operation. The various products are as well associated with only a few people in the society.
Analysis based on the readings from Advertising: the Magic System
Samsung Company is among the companies that have comprehensively transformed to win the target market’s attention internationally. The various advertisements by this company are directed to persuading both the prospective buyers and the existing buyers to buy the company’s products while ensuring that they remain loyal to the brand. Also, this company’s various advertisements allow it to provide the target market with the most relevant details concerning the products offered, primarily when the person selling method is used. Likewise, information concerning the characteristics of the Samsung company brand makes it distinctive with its products sold at a higher price than the related smaller companies. Usually, the company’s advertisements help inform, remind, and persuade customers to retain them regardless of the high prices. Thus, advertisements are the modes of communication aimed at persuading customers and ensuring an increase in the sales of products such as iPhones (Williams, 2000). The new advertisement by the Samsung Company has significantly changed the ways of reaching customers, thus leading better to inform both the existing and the potential customers. The reading reveals that advertisement emerges magically as they transform commodities to the forms desirable to both the existing and the potential customers.
According to Williams (2000), contemporary society is materialistic, and it requires general knowledge concerning the values attached to the products advertised by the company. The materialistic nature of the community (market) has a significant impact on the company in ensuring that the company’s adverts portray the importance and relevance of the product to the consumers (Williams, 2000). The advertisers by the Samsung Company brands seek to communicate the various features of the products served, which promote the company’s competitiveness, thus allowing it to compete with the related technology businesses. The content of the advertisements of the Samsung Company is centered on the material objects that are required by the customers following the realization of their necessity. Generally, advertising plays an essential role in completion as companies try to reach large markets. Through advertising, companies have the opportunity to communicate all details concerning the product served and their relevance and importance to the users (Williams, 2000). The Samsung Company uses advertising through different social media platforms, such as YouTube and Instagram, in reaching the broad markets internationally. In most incidences, Samsung advertisements contain such information as the newly added features of the products sold. Besides, Samsung Company ensures that it upholds good customer relations while keeping the right image and reputation for the business and the products sold. Therefore, publicity plays an essential in ensuring that the brands marketed have positive images to both the existing and the potential buyers and that they remain loyal to the company and the products. Following effective advertising, the Samsung brand has become one of the most famous brands internationally, regardless of the high prices associated with the company’s products.
Analysis based on the readings from Questioning the Super-Rich
According to Serafini & Maguire (2019), the capitalist economy is characterized by social classes of people organized based on economic statuses and positions. Such classes may include ‘have not’ and ‘have’ and the advanced class that controls the various factors of production and employees. Capitalism leads to the production of different classes, as the factors of production are equally shared. With capitalism, owners of production factors have several benefits, which come as a result of their economic and financial ability to acquire significant resources and products (Serafini, & Maguire, 2019).
Mainly, contemporary societies encompass persons of different economic status, including the super-rich. The super-rich focuses mainly on essentials, for they have financial abilities to purchase high-quality products than other people. Again, the super-rich groups of people have several advantages in the capitalistic economy following capitalistic economic independence principles. More so, the supper-rich group concentrates much on worldly things (wealth), which allows them to control the entire economy through investments. For example, the super-rich controls the world’s economies by establishing entities such as multinational corporations that operate in different countries with a central headquarter. The international businesses operating in developing countries influence the states’ economy as they take a substantial part in uplifting countries’ economies. In most incidences, the super-rich group of people uses international business while exporting products to emerging countries. They are extremely charged than the related exports from such countries (Serafini, & Maguire, 2019).
The Samsung brand compressively adopts the various aspects favorable to the super-rich as most of the products are highly charged. Typically, the super-rich class follows the idea of conspicuous consumption, where some products are obtained to reveal their financial wellbeing and strength to the public. The well-established conception amongst the super-rich class results in significant competition in acquiring the expensive products aimed at competing with each other in society (Serafini, & Maguire, 2019). In developed states and most American societies, the concept of conspicuous consumption has far-reaching effects on inhabitants, especially in the music industry. Celebrities need luxury products to reveal their financial status and economic wellbeing. Currently, the Samsung brand and its high quality have served the needs of the super-rich who are primarily interested in luxurious products, useful in differentiating their social and economic class. The demand for luxury products reveals the nature of the market, where it is mainly described based on the financial strength of the buyers and the sellers involved.
Generally, capitalism allows the super-rich to continue accumulating wealth as they are the owners of production factors. The super-rich provides production factors, which facilitate the production of the required products in the market (Serafini, & Maguire, 2019). The Samsung Company has proved its strength and the capability to sustain its operations in the competitive markets, triggered by its strong financial base and the opportunities to acquire experienced personnel, especially in the production and marketing sections. Again, Samsung Company can diversify its operations as it can access a broad market comprising of both the super-rich and consumers with little wealth. At the international levels, the sustainability and the general operations of the Samsung Company are enhanced following abilities to attract and retain the super-rich.
References
Armitage, J., & Roberts, J. (2016). “The spirit of luxury.” Public Culture, 12(1), 1-22.
Serafini, P., & Maguire, J. S. (2019). Questioning the Super-Rich: Representations, Structures, and Experiences. Cultural Politics, 15(1).
Williams, R. (2000). “Advertising: The magic system.” Advertising & Society Review,1(1).