As per the statement of Hollensen (2015), it can be mentioned that branding is similar to the iceberg, which exists mostly under the surface. From the above figure, it can be observed that Samsung mainly focused to the product innovation, whereas Apple Inc. is popular in advertising a new product with unique features in the market. It is also known that Apple Inc. . It does not compromise the quality of the products whereas Samsung is popular to serve their products to the consumers at the cheaper and affordable prices. In addition, the designs of the handsets of Samsung are attractive compared to Apple iPhone.
Both the organisations have different competitive strategy. The blue ocean strategy is followed by Apple Inc. With the help of this strategy, Apple Inc. would be able to predict the strategies of the competitors and based on this, the organisation can change their strategy. However, Urde and Koch (2014) argued that this strategy is not good for the organisation as the cost of trade and the value of this strategy is higher. On the other hand, Samsung follows the red ocean strategy. With the help of this business strategy, Samsung achieves the competitive advantage by venturing into the existing market and developing on the competitors’ weakness. Therefore, Samsung has occupied the market within the short time .