According to Interbrand<, a consultancy, Samsung has moved quickly and spectacularly from a typical OEM to manufacturing high-tech products, focusing on design and consumer growth. Samsung’s mission is to associate its brand in consumers’ minds with products that are beautiful, avant-garde and user-friendly.
In the past five years, Samsung has rebounded from the Asian financial crisis that devastated South Korea to emerge as a consumer-electronics giant with one of the world’s most-admired brands. As its mobile phones, LCD televisions and other consumer devices have grown increasingly popular, the Samsung name has simultaneously managed to make young consumers feel cool and leave executives of its rivals-even at giants like Sony-quaking with fear.
More on the Interbrand’s profile of Samsung can be found here.
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