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Dissertation based on branding activities of Samsung

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I am currently undertaking a dissertation based on branding activities of Samsung Electronics. I am currently undertaking a literature review. What i think i need to loot at are, the theories of branding and corporate branding. I found that there are differences in product branding and corporate branding. I roughly know what they are. But i am still not sure how different they are. During the analysis of Samsung's branding activities, i became more confused as i am still not sure whether they are engaging in corporate branding as i previously thought. I know they do not advertise on every single products. but.. I am just so confused. Can you explain what exactly corporate branding is? And what branding activities Samsung engages in?

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Corporate branding means enhancing the bran image of the whole corporation or entity rather than individual product lines.

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Corporate branding means enhancing the bran image of the whole corporation or entity rather than individual product lines. A very good example will be GE, which has several businesses. GE has positioned its brand in such a strong way that a simple GE logo puts forth a strong impression in the eyes of the general public. We do not care to explore the details of its businesses such as GE ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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