July 27, 2001 in Social Responsibility News

SAMSUNG Achieves Massive Growth in Global Brand Value: 2001 Interbrand Global Brand Survey

Cutting-edge products and integrated marketing approach have helped Samsung achieve the 2nd highest growth in global brand value in the past year.
According to the 2001 global brand value survey by Interbrand published today, Samsung saw its total brand worth leap from 5.2 bn. US dollars to 6.374bn, an increase of 22% - a significant increase above it’s main competitors.
Commenting on the news, Mr Eric Kim, Executive Vice President, Global Marketing Operations, said: “The outstanding growth in value of the Samsung brand is the result of a step change in the way we market our products. This year we launched our first ever globally integrated marketing and advertising campaign, the fundamental message of which is that our consumer electronic products are innovative, well designed, fun, and easy to use. The advertisement in Samsung’s first ever globally integrated marketing campaign this year featured a colourful cast of characters with a selection of Samsung’s latest gadgets.”
Mr Eric Kim also said, “The key to our success has been to disdain from the ‘cooler than thou’ approach taken by some of our competitors. We want to democratise technology with products that please the senses, dazzle the mind, but at an affordable price. In doing so, as we move into the digital age for real, we are confident that we can compete in the global marketplace of consumer electronics producers - and win.”
Jan Lindemann, Interbrand's global director of brand valuation added, "The Samsung brand has seen a significant increase in its value, driven largely by a shrewd shift in focus away from semi-conductors toward branded products, and heavy brand investment - notably through the sponsorship of the Sydney Olympics"

Looking ahead, Samsung’s vision is to become a leading company of the digital convergence revolution. Samsung is ready to lead in this Age as it will use its strengths in semiconductor, telecommunications and consumer electronics technology to develop innovative multi-capable products and create powerful networks that will empower the user for anytime, anywhere communications and a higher quality of life.
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About Samsung Electronics

Samsung Electronics Co. Ltd. is a global leader in semiconductors, the consumer electronics industry, and digital convergence technology. With year 2000 sales of US $27 billion, Samsung employs approximately 66,000 people in 50 countries. The company is the world’s fourth-largest manufacturer of microchips and mobile phones, the world’s largest producer of DRAMs, and the first developer and mass producer of digital TVs. Samsung Electronics consists of four main business units: Digital Media, Semiconductor, Information & Communications, and Home Appliance Businesses. For more information, please visit http://www.samsungelectronics.com.


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