Samsung 2007 Annual Report Download - page 24

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To become the brand most appreciated by people
all around the world, Samsung Electronics is carrying out consistent
and aggressive brand marketing. We will grow into a premium brand
that elicits exceptional pride from those who own our products,
through our commitment to innovative customer-focused marketing.

Growing Along with Global Enterprises in Electronics and IT
We have established solid partnerships and are closely cooperating with major global leaders
in various industrial sectors, including Sony, IBM, Microsoft, EMC, Intel, TSMC and Time Warner.
In 2007, we partnered with Time Warner to provide bidirectional digital cable broadcasting
service in the U.S. We also aligned with major Internet portal sites such as Google and Yahoo
in launching phones that can utilize mobile Internet services through these portals. With IBM,
we began joint development of a 32-nm logic process. We also concluded a patent cross-
license agreement with Microsoft and agreed with EMC on establishing a global cooperative
system in the area of enterprise content management solutions. Looking ahead, we are con-
tinuing our efforts to create a solid foundation for future collaboration initiatives. In 2008, we
formed partnerships with Intel and TSMC to prepare a next-generation global standard for
semiconductor wafers. By establishing a consortium with LG Electronics, Hynix Semiconductor
and Sony-Ericsson, we will develop interface technology standards for mobile DRAM. Accord-
ingly, we will continue to strengthen partnerships with major global companies and improve our
brand position in the global market.
Enhancing Cooperation with Global Premium Brands
Our design and marketing alliances are another step toward becoming a premium brand. By
introducing unprecedented premium products and developing products with world-renowned
designers, we deliver new experiences to our customers—products they can be proud to own.
We collaborated with Giorgio Armani, one of the world’s top fashion designers, in launching
mobile phone and LCD TV lines, and worked with the world-famous industrial designer Jasper
Morrison in designing mobile phones, side-by-side refrigerators and electric ranges. In addition,
we jointly developed a premium music phone with Bang & Olufsen and launched a new concept
sports phone with Adidas. Our brand image was further upgraded thanks to our engagement in
cooperative marketing campaigns with a number of premium brands that promote quality living,
such as BMW and Cartier. We will continue to renew ourselves as a widely admired premium
brand by introducing innovative products and marketing activities through systematic coopera-
tion with leading global brands.
Strategic marketing and technology alliance with
Time Warner Samsung Electronics partnered with Time
Warner Cable, the second largest cable company in the
U.S., to sell its TVs and set-top box products with open-
cable-application platforms, allowing more customers to
use interactive broadcasting services.

US$16.9 Billion BIGGEST GLOBAL
BRAND VALUE
BusinessWeek/Interbrand survey of “Best Global Brands”
21st