When entering the market, each brand goes through several stages

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:

1. Well-known brand
Features: brand introduction, good knowledge of consumers, brand awareness.
How to find out: spontaneously ask a question, for cyprus consumer email list example: what TV brands do you know?
The first 3 brands that consumers remember can be called famous.

2. Preferred brand
Features: functional benefits of the product, rational interest, relevant benefits for consumers.
How to find out: ask which brand the consumer prefers from the listed ones.

3. Inspirational brand
Features: emotional advantage, brand ideal, brand loyalty.
How to find out: ask the person to choose a brand that they are proud to use. They should rate their favorite brands on a 10-point scale.

Samsung is currently the leading brand among the first and second groups, but still lags behind one of its competitors in the inspirational brand segment. Therefore, the company's goal is to become the number one inspirational brand by 2020.

To achieve this, Samsung has defined for itself the characteristics of an inspiring brand and how to achieve them:

Emotional attachment
Samsung must show how important the brand is to people's lives by telling original stories that touch on universal truths.