Samsung

THE RISE AND RISE OF SAMSUNG

a LOOK INTO THE WORLD OF SAMSUNG

THE RISE AND RISE OF SAMSUNG

a LOOK INTO THE WORLD OF SAMSUNG

Vikram Chudasama | International Brand Management | December 31, 2013

Vikram Chudasama | International Brand Management | December 31, 2013

Table of Contents

Beginning’s and Growth1

Corporate Image, Personality & Perception1

Object Based to Concept2

Brand Extensions 3

CoBranding4

References5

Beginnings and Growth

Samsung is one of the biggest conglomerates in the world with businesses established in shipbuilding, contracting, and electronics. Global revenues in 2012 reached 30 Billion and Samsung was ranked as the 9th most valuable brand in the world for 2013. Samsung was not really recognized as an international powerhouse until the 1990s where before it was largely considered only a household name in Korea. Over years, Samsung has gone from a near-bankrupt company to a leading brand in chip and computing technology. In a decade, Samsung has taken their risk of investing in new memory-chip capacity and rode the gravy train to becoming a profitable electronics company, wiping out $10billion of debt during the process

So what lead this transformation? Analyzing Samsung as a whole given how spread its roots are would be quiet enthralling however respecting the length of this essay we shall be looking at Samsung Electronics.

While there is not one deciding factor or event that lead to Samsung's success, many would agree that their key decisions in terms of Brand extensions or marketing strategies to its efficiency in portraying its positive Corporate Image, their innovative adaptation to connect with their consumers need has lead them to be one of the biggest Corporate giants in the world.

We take a look at several ways how Samsung reinvented itself and has established itself as the top Experience and Credence Brand it is today.

Brand Image, Personality and Perception

Samsung Electronics launched its first mobile...