Samsung 2001 Annual Report Download - page 45

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Marketing >> Among the myriad ways of ranking companies, the highly visible but intangible asset of brand is perhaps the
most difficult to put a number on. In its August 6, 2001 edition,
BusinessWeek
teamed up with pioneering brand consultancy
Interbrand to do just that in its first ranking of the world’s 100 top brands. According to the survey, our brand value was
US$6.37 billion, putting us at No. 42 on the list. This figure was up a strong 22% from our 2000 brand value of US$5.22 billion,
making us the second fastest growing brand on the survey as well as the world’s second most recognizable consumer elec-
tronics brand behind Sony.
We believe this growth in brand value is a direct result of our continued move upmarket with cutting-edge digital products
and a strong commitment to brand building, namely through our Olympic sponsorship and first ever global marketing and adver-
tising campaign. Recognizing that our desired premium product image and existing distribution channels were in conflict, we
parted ways with U.S. discount giant Wal-Mart in 2001 and began linking up with specialty chains like Best Buy and CompUSA.
At the same time, we consolidated our advertising accounts scattered among 54 agencies worldwide to just one—Foote,
Cone & Belding—in our quest to speak with a single voice. This set the stage for the launch of our first global marketing and
advertising campaign in 2001 that summed up the essence of our products and brand in three words: “wow” for innovative and
fun, “simple” for ease of use, and “inclusive” for value and affordability.
⇢⇢
Digital Showcase opens in Hong Kong Nov 15 Manhattan CompUSA store-in-store opens Nov 21 Mobile phone business ranked No. 4 in Q3 (Dataquest) 43
Tapping into the
power of branding