---
id: "entity-samsung"
type: "entity"
entityType: "organization"
canonicalName: "Samsung"
aliases: []
source_timestamps: ["§ The Power of Rivalry Narratives"]
tags: ["brands", "case-study"]
related: ["entity-apple", "concept-true-rivalry"]
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-124-good-rivalry-brand"
sourceUrl: "https://hbr.org/2025/08/a-good-rivalry-can-elevate-your-brand"
sourceTitle: "A Good Rivalry Can Elevate Your Brand"
---
# Samsung

South Korean electronics and smartphone manufacturer, cited to illustrate [[concept-true-rivalry]]. While Samsung competes with dozens of manufacturers, it reserves its sharpest marketing attacks for its true rival, [[entity-apple-d124|Apple]] — demonstrating the principle of focusing rivalry messaging on the one competitor consumers recognize as the antagonist.