Samsung - The Making of a Global Brand
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG055 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extraThemesMarketing Mix |
| Case Length |
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15 Pages |
| Period |
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1998-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Samsung Electronics Corporation |
| Industry |
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Consumers Electronics |
| Countries |
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India |
Abstract:
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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.
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Issues:
• The factors that must be taken into account when a domestic company wants to undertake global brand building initiatives
Contents:
Keywords:
Samsung, brand building, transforming, global brand, product initiatives, advertising campaigns, brand image, worldwide, Samsung, global markets, Samsung, consumer electronics market, Sony
Samsung - The Making of a Global Brand
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