July 25, 2003 in Social Responsibility News

SAMSUNG Named the Fastest Growing Global Brand Second year in a Row by Interbrand

SEOUL, KOREA - July 25, 2003- Interbrand, the world’s leading brand consultant, has ranked SAMSUNG’s brand the ‘fastest growing’ in the world for the second year in a row. In only three years time, SAMSUNG’s brand value has more than doubled from $5.2 billion in 2001 to its current $10.8 billion. Interbrand’s annual survey of the top 100 global brands ranks SAMSUNG as the world’s 25th largest brand, up from 34th place in 2002 and from 42nd place in 2001. SAMSUNG is part of an elite group of multinationals whose brands comprise premium mind share with consumers, thought leaders and retailers worldwide.

SAMSUNG has adopted a holistic approach to global brand communications, implementing several independent regional strategies that are guided by a unified brand image. The dramatic growth in SAMSUNG’s brand reflects the company’s continuing record investment in integrated global advertising and marketing initiatives, including its continued partnership with the Olympic Games.

“Chairman Kun-Hee Lee identified and emphasized the great competitive value of building a premium brand in 1996. ” said TaeHo Kim, Vice President, Corporate Communications Department of SAMSUNG Group. “Because of this, we have launched a coordinated global program to make SAMSUNG a top international brand and have led the effort by establishing a unified corporate identity that extends to all of our marketing activities.”

“The continuously strong rise of SAMSUNG's brand value reflects the company's commitment to invest in its brand on a global scale and make brand value a key corporate target throughout the organization from including the CEO and all employees. SAMSUNG has successfully made brand building the key focus of its marketing strategy including product development, selection of distribution channels, channel marketing as well as external and internal communications,” said Jan Lindemann, Global Managing Director of Interbrand. “SAMSUNG's key success factor is management's ambition and determination to make SAMSUNG the leading brand in its field and to put the required investments and organization behind the brand.”

The principles of SAMSUNG’s brand leadership are identified in the company’s New Management philosophy, introduced by Chairman Lee in 1993 as part of the company’s global quality initiative. At the time, Chairman Lee declared that the SAMSUNG brand needed to become synonymous with world-class products, employees and processes. Since then, SAMSUNG has emerged as a global leader in numerous categories, including number one market share worldwide in semiconductor memory chips, flat-panel monitors and color TVs, and number three market share globally in mobile-phone handsets.

SAMSUNG is committed to growing its brand equity through an institutionalized approach to marketing and continued investment in its people, products and the communities in which it operates. Its goal is to continue to become a global leader in the Digital Convergence revolution with a number one market share for at least 50 different products.


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