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What Happens When Rival Brands Face Off?

April 5, 2013
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Posted by Susan Weissman

What does it mean to capture consumer love? This article on the rivalry between Apple and Samsung is interesting to consider. No question, consumers love Apple – the brand has worked hard to be loved. But as “iPhone fatigue” sets in, Samsung is making a move. They have built a product that meets and in some cases, beats, the Apple alternative. And they are going for the love with the attitude displayed in this branding commercial.

What’s interesting to me is to see how the horse race progresses. How quickly will Apple be able to compete feature for feature? How does Apple get over its own success and still remain cool and desirable? (They are faltering at the moment as they inaccurately commented about the flaws in the Galaxy S4. Not cool in a world where that stuff gets identified quickly via social media. As Fortune points out, they then lose control of the narrative and are letting other’s define their brand.) Can Samsung make up for Apple’s head start? They’ve taken advantage of Apple’s moment of weakness, but will that continue?

It’s a great brand study. Let’s see what happens next.

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