Samsung 2009 Annual Report Download - page 12

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20 21
Kisuk Park Assistant Manager, IMC Part, Marketing Group, Mobile Communications Business
Building the brand customers love to love
We manage a range of marketing activities to support our brand as a life-enhancing, imaginative experience for
consumers. On the strength of our unrivaled and customer-focused quality and technology, we have expanded our
brand reputation worldwide. That success also stems from giving customized attention to each target market. We
perform in-depth evaluations of customer lifestyles and needs before launching any marketing. And we make sure
to speak directly to our customers.
Throughout 2009, and into early 2010, we continued our sports marketing activities, including international
sponsorships of such high-profile events as the Vancouver 2010 Winter Olympic Games. We also sponsored other
world-renowned events, festivals and exhibitions, and promoted marketing collaborations and co-sponsorships
as we broadened our marketing focus to unique cultural and emotional marketing activities. For example, we
participated in cross-marketing campaigns with global luxury brands and created products in partnership with
companies in diverse industries, thus elevating our premium image. These and other efforts resulted in widespread
recognition. In the 2009 brand value survey conducted by BusinessWeek and Interbrand, Samsung Electronics
ranked 19th among the top 100 global brands.
Going forward, we will fortify our marketing systems by ensuring that every phase—from product planning and
development to production and sales—operates from the perspective of creating value for the customer. And we
will boost our brand value through systematic and consistent brand-marketing communications.
“With warm hearts, keen minds and
advanced technology, we are engaging
the senses and re-making the user
experience. Whatever your vision, we
make it come true. People love our
products because we offer exceptional
and joyful experiences—we’re making
the Samsung Electronics brand
irresistible.”