Abstract:
The following thesis is written on the premise “how far innovation is the driving force of the
brand equity of Samsung Galaxy?” Samsung Galaxy is the line of smartphones that Samsung
has introduced in the market. Hence, it is creating remarkable positions in the market. One of
the successful models of Samsung Galaxy which is Samsung Galaxy S2 gained a lot of
popularity internationally and lots of orders have been made of it in US. Hence, it is in direct
competition with the Apple’s Iphone 4S. Further to this, by the advent of technology,
Samsung Galaxy came up with the Galaxy Beam that has a projector in it, giving tough
competition to its rivals. One of the important factors of Samsung Galaxy is that it is
reasonably priced matching with its dynamic features as compared to Apple’s Iphone.
Samsung Galaxy first came up with the phone i5500 that uses the android operating system.
Hence, it was launched on 15* June 2010. And then after, the innovations continued. It came
up with one of the dynamic smartphones one after another including Galaxy tab, Galaxy S2,
Galaxy Y, Galaxy Note, etc. Therefore, my thesis will be based on concluding whether
innovation is the driving force of the brand equity of Samsung Galaxy or not. Hence, if there
are some other factors besides innovation, what are those factors? However, there is no doubt
that Samsung Galaxy has strong brand equity as people’ demands of the Galaxy phones are
increasing day by day. Moreover, the upcoming Samsung Galaxy S3 have made people much
excited already, and hence, made its competitors bundle of nerves to come up with an
aggressive strategy towards it.
The smartphones war has become the hot topic these days. Each company is coming up with
its different smartphone to attract customers towards their brand. Hence, Lets see now how
far Samsung Galaxy becomes successful in winning the battle and leaving the other
companies behind itself.
