Abstract

The case explores Samsung’s brand building initiatives for transforming itself into a global brand. The company’s product initiatives and advertising campaigns for boosting its brand image worldwide are described in detail. The case also explains the steps taken by Samsung to consolidate its presence in global markets. The case concludes with an analysis of Samsung’s position in the consumer electronics market vis-à-vis Sony.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Global brand building initiatives.

Keywords

Samsung, brand building, transforming, global brand, product initiatives, advertising campaigns, brand image, worldwide, Samsung, global markets, Samsung, consumer electronics market, Sony