Brand Building Essay Example | Topics and Well Written Essays - 1000 words

Brand Building - Essay Example Brand image is developed with time through strategies such as promotional campaigns and maintaining a consistent theme such as superior quality (Kotler & Keller, 2005). Conversely, brand image can only be authenticated by customers’ direct experiences. Therefore, proper segmentation, positioning and targeting are imperative to ensure that customers appreciate the company’s brand image. The purpose of this paper is to consider the renowned Samsung brand, discussing various strategies through which the company develops and maintains its position in the market. Part 1 The Samsung brand is one of the most renowned international brands. The Samsung brand encompasses a number of subsidiaries and affiliated businesses, which operate under the Samsung Group, a South Korean conglomerate headquartered in Seoul’s Samsung Town. Steve, who is a close friend, is an extremely loyal customer of the Samsung brand (Kotler & Keller, 2005). From his cell phone to his television and other technological devices, Steve only trusts the Samsung brand. According to Steve, his loyalty to the Samsung brand can be attributed to the company’s robust brand building activities. Steve argues that Samsung’s frequency programs and brand image building activities sustain his loyalty to the brand. ... Steve gave an instance of when his Samsung Galaxy Tablet experienced audio difficulties and upon taking it to a Samsung service centre, the problem was fixed almost instantly at no cost. Therefore, Samsung maintains and reinforces its positive brand image, thus maintaining the loyalty of customers such as Steve. Trust plays a pivotal role in enhancing attitudinal and behavioural loyalty to the Samsung brand (Clottey, Collier & Stodnick, 2008). Since Steve trusts Samsung products, as well as the brand’s positive image, he believes that Samsung’s competitive brands such as Toshiba, Sony and Nokia are relatively unreliable, particularly with regard to the quality of their products, as well as after sales services such as servicing, repair and maintenance. Steve also believes that certain competitive brands are targeted at specific markets such as Asian markets in the case of Toshiba products. Based on Steve’s assertions, it is clear that Samsung’s brand equit y is extremely strong, thus the Samsung brand is one of the company’s most valuable assets, which consequently enhances the financial value of the company (Jensen & Hansen, 2006). Elements of the Samsung brand that speak to its extensive brand equity include customer recognition of visual elements such the Samsung logo, as well as recognition of the brand’s values such as quality. The brand has, therefore, been able to position itself positively in the customer’s mind. The superior quality of Samsung products and the effectiveness of its frequency products make the brand preferable to customers within the target market. Part 2 According to Kotler & Keller (2005) segmentation entails dividing the market into small groups or

Power point presentation about Firewall Technologies Essay

Power point presentation about Firewall Technologies - Essay Example These threats lead to the creation of the firewall technology in order to protect a computer or network of computer which is connecting to the internet. A firewall is defined as a "computer, router, or other communication device that filters access to the protected network" (Abie 2000). Thus, it gives the implication about the main tasks of a firewall. Accordingly, a firewall inspects traffic network passing through it and is responsible for permitting or denying access. In addition, Cheswick and Bellovin specifies certain processes which characterizes a firewall which include: "all traffic from inside to outside, and vice-versa, must past through it; only authorized traffic, as defined by the local security policy, is allowed to pass through it; and the firewall itself is immune to penetration" (Abie 2000). In summary, a firewall serves as a filter allowing the access of a trusted network and rejecting "untrusted" ones. The emergence of firewall technology occurs during 1980s far before the internet has gained popularity in global users. Traditionally, a firewall is a term used to denote a "wall to confine a fire or potential fire within a building (Firewall 2008)." The use of firewall in internet has been triggered by the attack of Morris Worm making internet connection vulnerable to its adverse effects. Because of what happened, the whole community becomes aware of the realities of such attack which can threaten the computers accessing the internet (Firewall 2008). Thus, the online community sought for a protection in order to ward off the threat of viruses, worms, and other which can be very harmful and disruptive to the internet users. This is when firewall technology came into being (Firewall 2008). The beginnings of first generation firewall technology can be traced to the paper released by engineers of Digital Equipment Corporation in 1988 (Firewall 2008). This is referred to as packet filter firewalls which lays down the foundation of a technology that will further be improved and developed. Thus, after the work of these engineers, companies like AT&T Bell Labs and scientists Bill Cheswick and Steve Bellovin continued the long process of research and released a more efficient and complicated versions (Firewall 2008). Packet filtering is a firewall technology which acts by "inspecting the packets which represent the basic unit of data transfers between computers on the internet" (Firewall 2008). A packet filtering router typically filter packets based on four fields namely, source IP address, destination IP address, TCP/UDP source port, and TCP/UDO destination port (Chadwick 2004). These functions of packet filter are used to block connection from specific hosts or networks, to specific hosts or networks, from specific ports, and to specific ports. Because of their relative simplicity, this type of firewall perform only basic operations including "examining the packet header, verifying the IP address, the port or both, and granting and denying access without any changes" (Abie 2000). Packet filters are regarded for their speed and