Aple vs Samsung

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Group Apple vs. Samsung Before setting off with the work each one of us shared his/her perceptions of these brands. Having defined the main characteristics of the brands we started the implementation of the ideas. On the left side we tried to show status-conscious people or business class representatives. The top brand watches, jewelry and the expressions «Just classy», «first class», and «status is everything» were supposed to convey the idea of the luxury product. We also put the words «geht neue Wege» and the picture of the light bulb to show that Apple is an innovator. There are also the hints on the fact that the brand is American (the flag, the eagle, and the word «American»). The stylish Volkswagen bus is there to express that Apple takes significant care of the appearance of their products. On the left side we put pictures of younger, more casual looking people to show typical Samsung customers. We think that they appreciate the affordability («best preis») and diverse functionality («up to date») in Samsung products. The plastic framed glasses as opposed to the metal framed ones (on the left side) are representing the material that these brands use in production. The tiger, sushi and asian ladies are supposed to give a hint on the origins of the brand. During the process we deliberately tried to avoid using the illustrations of phones, apples as fruits, and instead focused on the associations people might have with these two brands. To summarize, we found it not easy to differentiate the companies in terms of technology and innovation but in terms of image and percieved values it can be done easily. Thank you. Amalia Begim Vincent
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