Brand Resonance describes the nature of this relationship and the extent to which customers feel that they are “in sync” with the brand.

In regards to maintaining customer based brand equity Samsung is one in electronic goods.

Samsung has been investing heavily in brand loyalty and not just marketing. One of the major competitor of Samsung is Apple but in today’s content Samsung is now challenging Apple in this crucial area of marketing. Samsung is feelings about a brand, a brand is to a person’s life and how often and naturally a brand comes to mind.

On the upside for Apple, it scores higher for people with salaries of over $50,000. But Samsung are taking the consumer brand battle to Apple and winning.

Samsung can be seen winning out in all forms of social media. Samsung has been trying for the past three years to win the hearts of its users, to go with the loyalty that its relatively low prices inspire. As part of its brand strategy it has invested heavily in social engagement and that too is paying off.

Samsung was named as the most shared brand of 2013. Samsung achieved a total of 7.3m shares during last year. Samsung achieved a 201% increase on the previous year when it finished in eighth place.

Samsung has become more popular than products that people depend on for everyday functions like washing, eating and drinking. Already back in September 2013 Samsung was well ahead of Apple in sharing of video ads (by a ratio of 5:1).

Samsung outsells Apple in smartphones and is likely to surpass it in tablets too.

Samsung has attempted to promote the product brand Samsung Galaxy, the Galaxy comes in a variety of versions; some less advanced than the flagship model.