Samsung 2006 Annual Report Download - page 53

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43
Global brand campaign
The core value of Samsung Electronics involves benefitting people’s
lives through emotional and innovative technologies and design. We
are getting this message out via multifaceted advertising campaigns
in 60 countries that encompasses the four main media as well as the
internet. The campaign presents lifestyle stories in which mainstay
Samsung products play the hero. The goal is to emphasize the
emotional aspects of the products and the brand.
Endeavors to become a premium brand
Customers’ purchase decisions are increasingly swayed by emotional
factors in addition to product features. People who buy premium
products express their own style through the products and brands
they own. In other words, they identify with the product image. We see
our core value in expanding possibilities in customers’ lives by applying
emotional, innovative technologies and designs with the understanding
of the changes in and needs of these customers as a basis.
Our unique core values and messages are conveyed through
various brand marketing activities. An emotional link is strengthened
between Samsung and the customers, ultimately elevating the
premium image and customers’ preference for the Samsung name.
Improved corporate image from corporate advertising
Stressing corporate social responsibilities has emerged as a key factor
in the advertising activities of global companies. We stress social
contributions as part of the overall business plan. Unlike most other
marketing advertisements, the corporate advertisements are aimed
mainly at the opinion leaders.
We are moving away from advertisements that focus solely on
products. Instead, we express our philosophy and commitment toward
social contributions and public benefits. A consensus is created with
the audience and greater public trust in the company is fostered.
Staying close to the customers
Our marketing activities reach customers through sports, culture,
experiential marketing and various other approaches. This enables
the customers to experience the company closer up. We sponsor
various sports teams and events in each major region of the world and
conduct sports marketing programs that target local audiences.
Sharing the hard work and excitement of sports
Sports have the power to bring people together, transcending ethnic,
gender, religious and regional differences. The sportsmanship spirit
helps to bring peace and happiness to the world, which is in line with
the Samsung corporate philosophy that stresses social contributions.
Our involvement in sports goes beyond financial support. We
supply our state-of-the-art technology to help ensure that major
sporting events are conducted most successfully. Samsung sponsors
the Olympics, Asian Games and other international events, and also
supports regional events as a way to stay close to the local population,
thereby raising the brand image and exhibiting excellent corporate
citizenship.
Our first involvement with the Olympics was as a local sponsor
for the 1988 Seoul Summer Games. Realizing the vast potential of
Olympic marketing, we have maintained the Worldwide Partner in
the Wireless Communications category for the 1998 Nagano Winter
Samsung Experience in New York