Ross -
I completely agree. The branding strategy on this is a mess, all these names/brands associated with a single product?
The typical brand management strategy is to make sure each brand has a clear and significant role (eg: GM OnStar, which can be found in Cadillac, Chevy, Buick vehicles). You have a corporate brand, a technology/service brand and a vehicle product brand. Most people would be clear on what each brand represents and stands for.
People recognize Samsung of course, but Hanwha Techwin really has no weight. Grafting it onto the front of Samsung, IMO, is very confusing. Hanwha acquired multiple business units from Samsung in this deal, they appear to have dropped the "Samsung" name from all the others, but are still holding onto it for the cameras.
To me, this indicates that Hanwha recognizes the value of the Samsung brand, in which case they should have negotiated all this upfront with Samsung and not sent mixed messages to their channel. If Hanwha can't use the Samsung name/brand on its own, then they need to get over that fact and drop it ASAP while creating their own brand strategy.
Hanwha is acting like a jilted lover here. They say they are broken up with Samsung, but still keep Samsung's picture around, and can't have a conversation without mentioning Samsung.
I feel for Hanwha, this is a terrible time to try and launch a new camera brand in the security industry. The two primary strategies would be to compete on the low-price end with a quality competitor to Hikua, or to compete on the high-end with an advanced product to go up against Avigilon/etc. The Wisenet cameras seem stuck in the middle to me, they are far from the cheapest, but also don't rival higher-end products in any real way.
If I were handling the branding on this, I'd drop all the Samsung stuff and create a new brand name that is catchier and "worldly" (eg: Hanwha Techwin sounds very Asian).
Something like "SecurityGlobal, by Hanwha" (but obviously not SecurityGlobal). Put the product brand upfront, before the Hanwha corporate brand. Get people talking about SecurityGlobal, create buzz around a new name, differentiate the product in some way.
However, I think we're going to be stuck with Hanwha Techwin Samsung Wisenet for a while still.