Samsung: Building a Great Brand
Samsung: Building a Great Brand
Presented By: Michael Baccus, Marcial De Castro, Judith Dupin, Monica O’Neil, and José Santillán
Marketing Management- MAR 3023-P80
October 5, 2011
Samsung grew its brand equity by 186 percent in just five years from 2000 to 2005.
“Brand equity is the value of the brand name, its worth as an asset to the company.” (Marketing
Principles, 2011, Module 6 p. 1).When new management came into the South Korean based
firm, it scraped the all the various brand names that the company was selling low end electronics
under, and consolidated by branding all of the company’s products as Samsung. Ten years later,
Samsung is a force to be reckoned with to its competitors and a global brand name. However,
the decision to only use the brand name Samsung is not the critical key to its success. Samsung
has focused on innovation and product design to build its brand equity and it is working.
Samsung implemented different innovative ways to inspire and deliver great designs. The
former chairman hired hundreds of new designers, implemented usability laboratories, and
opened design centers around the world. The investment in product design, the
progressive culture, and Samsung’s ability to step outside the box has all been invaluable in
building a great brand.
The critical activity in the process of Samsung’s transformation into a world- beating
developer of new cell phone handset designs and other product line designs was its innovation
with investment in product design and quality. Samsung built its brand into a superior brand by
thinking and acting outside of the box. Instead of focusing on textbook product development
funnels, it focused on more cutting edge methods such as the implementation design centers
staffed with highly trained,
Presented By: Michael Baccus, Marcial De Castro, Judith Dupin, Monica O’Neil, and José Santillán
Marketing Management- MAR 3023-P80
October 5, 2011
Samsung grew its brand equity by 186 percent in just five years from 2000 to 2005.
“Brand equity is the value of the brand name, its worth as an asset to the company.” (Marketing
Principles, 2011, Module 6 p. 1).When new management came into the South Korean based
firm, it scraped the all the various brand names that the company was selling low end electronics
under, and consolidated by branding all of the company’s products as Samsung. Ten years later,
Samsung is a force to be reckoned with to its competitors and a global brand name. However,
the decision to only use the brand name Samsung is not the critical key to its success. Samsung
has focused on innovation and product design to build its brand equity and it is working.
Samsung implemented different innovative ways to inspire and deliver great designs. The
former chairman hired hundreds of new designers, implemented usability laboratories, and
opened design centers around the world. The investment in product design, the
progressive culture, and Samsung’s ability to step outside the box has all been invaluable in
building a great brand.
The critical activity in the process of Samsung’s transformation into a world- beating
developer of new cell phone handset designs and other product line designs was its innovation
with investment in product design and quality. Samsung built its brand into a superior brand by
thinking and acting outside of the box. Instead of focusing on textbook product development
funnels, it focused on more cutting edge methods such as the implementation design centers
staffed with highly trained,
References: Marketing Principles. (2011). Portsmouth, NH: Backbone Press Frackler, M. (2006). Electronics company aims to create break-out product. The New York Times, p. C.1. Kunkel, P. (1999, September 4). Product Description [Review of the book Digital Dreams: The Work of the Sony Design Center]. Amaonz.com. Retrieved from http://www.amazon.com/Digital-Dreams-Work-Design-Center/dp/0789302624 Roll, M. (2011). Samsung: Building brand equity through brand community. Venture Republic. Retrieved from http://www.venturerepublic.com/resources/Samsung_Building_brand_equity_through_brand_community.asp