Via your classmate Emily–and a great lead in to our future discussion on global branding– this story about Samsung “debadging” (removing its logo) from its devices in specific international markets. Emily writes:
“[The article] talks about the company removing the “Samsung” logo from the front of the devices in the Chinese, Japanese and South Korean markets but leaving it for other markets such as the U.S.
There is no explanation so far from the company regarding this decision but I found this article’s proposed reasoning interesting. One explanation being that Samsung is attempting to replicate Apple’s iPhone prestige look, having the design speak for itself. On the flip side, another explanation was that Samsung is trying to remove negative associations of the brand (backed by sales decline) with their devices – perhaps more people will give the S7 a chance if they did not know it was a Samsung device.
However, in the other markets, the Samsung brand is necessary to drive sales as it provides the “halo effect” for all of its devices.
In conclusion after reading this article, my question is why did Samsung decide to remove its logo from the front of the device for these Asian markets and will this actually prove to make a difference in driving sales growth?”
What do you think – how would you answer Emily’s question?