There have been some heated patent wars between Apple and Samsung in recent years. After reading Spencer Wei’s blog post: Patent Wars between Companies May Improve Brand Image, I think he has a really good point – patent wars may be another brand new marketing strategy that helps companies to establish their points of differences. The patent wars between Apple and Samsung may be another marketing strategy that these two companies sue to attract public’s attention. Two of the most profitable companies in the world, Apple and Samsung have successfully grabbed the public’s attention by pointing out their points of differences in their lawsuits. However, I think these patent wars do not improve both Apple and Samsung’s brand image. Rather, these lawsuits gave more opportunities – creation of new market sector – to Apple and Samsung. These lawsuits have opened up new customer base for both companies. Indeed, this may be a novel and an innovative marketing strategy. Moreover, these patent wars also lead companies to a more innovative path as they deal with each other’s ideas in the lawsuits.

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Apple and Samsung’s Brand New Marketing Strategy?