Samsung Electronics has been recording consistent growth in terms of brand value since starting in 43rd place in 2000 when Interbrand began publishing the Best Global Brands. Since entering the top ten with a number nine rank in 2012, Samsung has continued its steady climb, reaching 6th place in 2017 and 5th place in 2020.

According to Interbrand, major factors that played a critical role in Samsung’s growth were:

• Rapid response to COVID-19 through global activities for corporate social responsibility (CSR) and integrated global campaign
• Company-wide activities dedicated to sustainable development
• Continuous launch of innovative products including Galaxy Fold, The Terrace and BESPOKE refrigerator
• Consistent investment to lead the development of advanced technologies, such as Artificial Intelligence (AI), 5G and Internet of Things (IoT)

In response to COVID-19 repercussions, Samsung Electronics has made multiple donations according to country-specific needs to help communities overcome difficulties. Samsung also successfully ran a global campaign with the message, “Get through this together” on social media channels and outdoor billboards in Times Square in New York, Piccadilly Circus in London, Duomo di Milano in Italy and the Entertainment Building of Hong Kong as part of its endeavours to engage and communicate with consumers in difficult times.

Samsung’s devotion to sustainability in all aspects of business management also contributed to a boost in brand value, as demonstrated by the eco-friendly packaging for Samsung TVs and smartphone cases utilising recycled materials.

Above all, unwavering efforts to achieve innovation despite challenges posed by COVID-19 were among the main contributors that drove the company’s growth into the top 5.

Samsung’s Mobile Communications business has solidified its leadership in the 5G smartphone market and resonated with Generation Z with the Galaxy A series and marketing activities such as the Awesome campaign. The company also demonstrated continued innovation by creating a new product category with the introduction of the Galaxy Z Flip.