Samsung announced it will use the CES 2013 show to start a radical brand makeover. The South Korean company's goal is to reveal a new brand image that should completely redefine recognition of the Samsung brand. The focus will be on appearing less Asian and more global, like Nike, and more vibrant and energetic, like Apple.
At the Consumer Electronics Show 2013, Samsung is projected to reveal a new brand image, which should completely redefine recognition of the Samsung brand. In particular, Samsung image should become less Asian and more global, like Nike’s, and more vibrant and energetic, like Apple’s. Considering the fact that nowadays the role of ecosystems and lifestyle features is growing, the importance of the right brand image is great.
According to Australian Channel News web-site, Samsung will work with a design team that previously worked with Nike on branding. The project will reportedly be overseen by Scott Bedbury, a leading brand consultant.
“Even the advertising will change with products linked to lifestyle activities similar to what Nike does,” said an anonymous source in a conversation with Channel News web-site.