Today Samsung is positioned as a leader in electronic gadgets: whose $2.7 billion net income in the first quarter, on revenue of $12 billion, made it the most profitable technology company ahead of Microsoft, IBM and Intel. Samsung's sales could reach $80 billion in 2009. In spending $800 million a year on adverts, promotions and marketing (up fourfold in five years), and presenting its moniker to online users a billion times a month, Samsung has risen from obscurity to claim the 25th spot.
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 confirmed in 2002 and 2003 when Interbrand ranked the brand the 'fastest growing' in the world.
"Samsung is continually committed to growing its brand equity through an institutionalised 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 digital convergence with a number one market share for all our products ranges," says Sarit Reouveni, Group Marketing Manager for Samsung South Africa.
Currently, Samsung is the world's largest producer of colour monitors, colour TVs, memory chips, TFT-LCDs and VCRs.
Grapevine Communications for Samsung Electronics
