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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The marketing strategies adopted by a Company aspiring to become a global brand
• The factors that must be taken into account when a domestic company wants to undertake global brand building initiatives
• and The role of advertising in brand building across the globe.

Keywords

Corporate advertising, brand campaign, Internet marketing, brand awareness, web traffic