LOL At Samsung / Techwin / Hanwha

Samsung Techwin's marketing person boasted in summer 2014:

"Brand: Samsung stands on it's quality of product. We have a great team in place that will support you now and in the future. Unlike other acquisitions in the market and mergers Samsung's brand will stand the test of time."

Just months later, they were sold off. And now, Samsung Losing Its Name and Integrity...

So, yes, the Samsung brand will stand the test of time but Techwin's possession of it will not.


Well timed ad campaign on LinkedIn...

Here's a new angle/explanation:

We know that Hanwha has some sort of an agreement with Samsung to use their brand for some (unknown) period of time.

Maybe it even is a longer term agreement, say > 3 yrs.

But there must be another agreement then as well, which hasn't been discussed yet: How long before Samsung Electronics can sell their own line of "Samsung" (sans Techwin) branded security systems?

These two agreements would likely negotiated together.

But let me ask you, if you had rights to the "Samsung" brand for 5 years, but after that you would lose it to a huge electronics company that could immediately start selling products with "your" old label, what would you do?

You defintely would not want to wait right to the end to switch your brand name, right?

Interesting dilemma?

It might not be a bad thing. I remember when Lenovo bought IBM's PC division and they phased out IBM's branding on the thinkpads. Now they are the top PC maker.

Meanwhile back at "real" Samsung, you know the one who sells phones, they are continuing to hock Samsung branded Hanwha Techwin DBA Samsung Techwin security systems:

One can only wonder when Cook pulls the trigger on the new brand, if Samsung.com will

1.) Sell Hanwha branded cameras

2.) Sell Samsung branded Hanwha cameras (Allowed thru a special exemption)

3.) Stop selling security cameras all together

4). Sell a new line of Samsung branded cameras made by Samsung.com (the phone guys)

I think that #1 is highly unlikely, #2 is highly ironic, #3 is doubtful, which leaves us with #4.

Is there another option?

Well you can't accuse Tom Cook of shirking the issue, he's been quoted numerous times speaking off the cuff about the issue and here's the latest example.

Hanwha Techwin, previously Samsung Techwin, is another top 10 exhibitor this year with 4,500 square-feet of show floor space. The company is using ISC West to show off the new brand, new color scheme and new logo. “We’re going to change that fairly sizable banner that’s going to [cover the length] of our booth. … It’ll say Hanwha Techwin with our [new] logo,” Tom Cook, company VP of sales for North America, told SSN. The company announced its new name in early March.

Cook said, “It’s really exciting to show a new company name … and we expect a lot of buzz.” The Hanwha Techwin logo is three orange circles; the company’s new color scheme is orange and grey. Samsung’s original color was blue, with an oval around the name as its logo. Hanwha’s booth will be similar to Samsung’s booth in the past in that it will feature the company’s partners, Cook said.

“We’re attaching the Hanwha Techwin name to the Samsung brand so people can understand: Hanwha Techwin offers Samsung products,” Cook said. “We’re not abandoning the Samsung brand name at all, which is—I think—very critical. People accept it, they know it.”

the company’s new color scheme is orange and grey. Samsung’s original color was blue

So they are going to get as visually different as possible.

It’s really exciting... we expect a lot of buzz

Oh, it's going to get attention but 'buzz' is optimistic. Other words like 'dread' and 'laughter' are more likely.

At some level I sympathize. They evidently have to do this but claiming to be excited about this is unbelievable.

Oh, it's going to get attention but 'buzz' is optimistic.

Certainly buzzkill.

Another reason it can't go on forever:

The liability to the global brand, Samsung.

If Hanwha Techwin were to have a couple of Foscam level hacking incidents, it's own damage would pale in comparison to that of the consumer electronics giant. Tick. Tick.

“We’re attaching the Hanwha Techwin name to the Samsung brand so people can understand: Hanwha Techwin offers Samsung products,”

If I look at this as a consumer it is bizarre. So what is Hanwha Techwin? A distributor of Samsung products? Does Hanwha own any of the intellectual property? Do they provide any value?

Again, looking at this as someone who doesn't know all the minor details, are these Samsung cameras or not? If they are, then why are you hanging this unknown and confusing brand in front? If they are not, then why are you representing them as "Samsung"?

NOTICE: This comment has been moved to its own discussion: "Hanwha Techwin Offers Samsung Products" - What?