Samsung declared Number One consumer electronics brand in the world

In a survey of the top 100 global brands, BusinessWeek magazine and Interbrand Consultancy have valued Samsung's brand at $14.9 billion in 2005, making it the world's topmost consumer electronics brand, a position long held by more entrenched player Sony. Furthermore, Samsung's brand, now ranked at No. 20 position among the top 100 global brands, has posted the biggest gain in value of any global brand with a 186 per cent surge over the past five years.

The report, considered to be one of the most prestigious global brand studies, states that Samsung's key success factor was its strategy to build a strong, single brand experience coupled with innovating cool-design digital products that displayed the company's technical prowess.

"Our 20th rank in the Top 100 Global brands is a testimony of the transformation the company has undergone in the last few years. In addition to offering advanced technology, Samsung has always put emphasis on creating an arresting brand experience for consumers. This is one the crucial factors that, we believe, has contributed immensely to the growth of our brand value," said Mr. B. W. Lee, President and CEO, Samsung Middle East and Africa.

Samsung is presently ranked at the 20th position, an improvement on its 21st place in 2004, 25th place in 2003 and 34th place in 2002, and occupies a slot ahead of Japan's Sony which has moved down to the 28th position this year, after seeing a drop in value by 16 per cent to US$10.7 billion. The 2005 rankings rewarded companies that focused on every detail of their brands, developed simple, cohesive identities consistent in every product, every market around the world, and every contact with consumers.

"As identified and emphasised by our Chairman Kun-Hee Lee, Samsung is 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. Our goal is to continue to become a global leader in the digital convergence revolution with a number one market share in most digital product segments. In the Middle East region, Samsung has succeeded in moving the power of digital technology into the hands of consumers through its innovative brand strategy," Mr. Lee added.

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 is a testimony to the company's investments in integrated global advertising and marketing initiatives, including its continued partnership with international events such as the Olympic Games, FIFA Youth Championship, Dubai Desert Classic and Samsung Running Festival.