Assessment Description .
The purpose of this Individual Report assessment is to develop your ability to identify and analyse the fundamentals of Integrated Marketing Communications (IMC), and their importance in relation to brand enhancement. This will enable you to apply relevant IMC theories and concepts to a real business scenario, whereby brand equity and IMC are integral parts of business survival.
In this report you will concentrate on the recent Samsung “exploding battery” crisis. Your task is to investigate Samsung’s brand equity, and its current integrated marketing communication efforts to restore consumer confidence in purchasing Samsung’s smart telecommunication devices. The prime focus of your investigation is to understand and analyse how Samsung is trying to restore its brand image after recalling more than 3 million devices globally.
In your analysis, you will need to address the following questions:
- Identify the current marketing communication mix used by Samsung. You must use examples to support your answer.
- Analyse Samsung’s brand image and consumer brand awareness using the customer based brand equity framework and the brand awareness pyramid.
- Identify what the Samsung brand means via an analysis of various sources.
- Identify how Samsung is trying to enhance its brand by using integrated marketing communication.