Brand Building

The Samsung case we discussed in the class today makes an emphatic point about when a company should build the brand?

Samsung used to be a cheap OEM supplier since its inception and they had built up capability whey decided they were ready to build the brand.

Another Important lesson is "when do you know you have built the brand?" You know it when you have integrated your operations to live the brand and the customer knows what you stand for.

You have the resources to invest in brand building and the capability and that's when you should go for it.