Samsung has gained market sharing and popularity because it continues its competitive edge against its competitors like Apple and LG. Samsung realized that they were lacking in the Artificial Intelligence (A.I.) so they created “Bixby”, Samsung’s version of Siri. Bixby has a long way to go to catch up to the amount of usability that Siri has, but Samsung will continue to develop this technology. According to John Dudovskiy, Samsung uses several different types of Brand Positioning.
Those Include, Multi-Segment positioning, Imitative Positioning, and Anticipatory positioning. (Dudovskiy, 2017)Multi-segment positioning is where Samsung targets more than one segment at the same time and offers those segments a package, or service deal. Imitative Positioning- Samsung does copy things that work for other companies including Apple because they have a great marketing strategy Anticipatory positioning- Samsung believes that even though they have devices that will not faultier, consumers will relinquish the device for a newer one.