07 RANKING 2015

Samsung
Technology
45,297 $m
0%

While the South Korean electronics giant still dominates the global
smartphone market, Samsung has faced challenges in the mobile
sector this year. The brand remains steady, supported by successes
in categories like semiconductors, Smart TVs, and connected
devices. Samsung is moving forward with a focus on creating
products that define whole new categories and taking advantage of
B2B opportunities.
With increased competition from Apple and lower-cost competitors
in Asia, Samsungs mobile division profits fell 37.6 percent in the
second quarter, compared to the previous year. However, Q3
reports
exceeded
positive
expectations, with
overall
revenues up KRW 4.23
trillion year-over-year (almost
9
percent), ending a two-year decline. Samsung is also enjoying the
success of its semiconductor unit, with third quarter profits at KRW
3.66 trillion, compared to KRW 2.26 trillion last year. Samsung is
now using its chips in its own smartphones and supplying big
businesses like Apple, which will reportedly tap Samsung to make
chips for the next-generation iPhone.
Samsung strives to stay competitive in the mobile market with its
Galaxy S6 and S6 Edge smartphonestouting features that rival the
iPhonesand its phablets, the Galaxy Note 5 and S6 Plus. Its also
jumping on mobile payments with the worldwide release of
Samsung Pay, which has an advantage over Apple Pay, as the new
Galaxy phones work with old-school credit card readers, making the
technology more universal.
But for Samsung, newness is the key to maintaining brand
momentum. Its global Next is Now campaign built anticipation
around the launch of its Galaxy phones by previewing its innovative
features. Ads aired during the 2015 Oscars put a human spin on the

cutting-edge technologies behind Samsungs Galaxy Note 5 and the

SUHD TVits highest-definition set yethighlighting how the
products fuel creative processes and conversations. The ads align
with a company-wide commitment to proving that digital innovation
can enrich peoples lives. Its ongoing Launching People
campaign, which shares the stories of people who use Samsung
products to turn their visions into reality, won seven awards at this
years Cannes festival.
Samsung is also tapping into the software market through its Open
Innovation Center, with offices in South Korea, California, and New
York. The centers are hubs where employees can scout start-ups to
invest in, team with, or acquireSamsung is the sole investor in
start-ups that join its accelerators. The brand is also angling to
become a leader in the expanding Internet of Things. At the 2015
CES, it pledged that 90 percent of all devices it creates, including
televisions and mobile devices, will be Internet-enabled by 2017.
Its proving a key player with launches like the Gear S2, its seventh
smartwatch; AddWash, an Internet-connected washing machine;
SleepSense, a sleep tracker that you slip under your mattress; and
the second-generation SmartThings home automation hub and
sensors.
By creating products that empower people and broadening its
business focus, Samsung is looking toward a future that goes well
beyond smartphones.

Samsung Brand Value Progress

(Unit: 100mil USD)
Year
Rank
Brand
Value

200
4
21
125.
5

200
5
20
149.
5

200
6
20
161.
6

200
7
21
168.
5

200
8
21
176.
8

200
9
19
175.
2

201
0
19
194.
9

201
1
17
234.
3

201
2
9
328.
9

201
3
8
396.
1

2014
7
454.6

SEOUL, Korea 9 October 2014 Samsung Electronics has risen

to seventh position in Interbrands annual Best Global Brands
report released today. The report recognised the global growth of
Samsungs brand value through creative marketing initiatives and

continued market leadership across many product categories,

including smartphones, televisions, digital appliances and memory
devices.
Up one spot this year from eighth in 2013 Samsung recorded a
brand value of $45.5 billion in 2014, a 15 percent increase over last
years $39.6 billion. Samsung continued to show significant growth
in its brand value; this is more than double the average growth rate
of 7.4 percent achieved by the Worlds Top 100 Brands. It also
exceeds the average technology business growth rate of 8 percent.
Samsung has maintained its No. 1 position in the smartphone
market for two years, which was boosted by the launch of flagship
smartphone products including new devices in the GALAXY S and
Note series, while wearable devices like Samsung Gear and
Samsung Gear VR point to new engines of growth. Collaboration
with world-renowned fashion brands and sponsorship of the 2014
Winter Olympics also increased Samsungs brand value with
consumers.
In the television market, Samsung managed to extend its global
industry leadership, which is now in its eighth year; this was helped
by the introduction of the first Curved TVs. Samsung is also leading
the premium market for digital appliances, with new product lineups such as the Chef Collection. The companys partnerships with
Michelin-starred chefs and world class furniture brands underline
Samsungs innovative marketing.
Meanwhile in the memory business, Samsung has successfully
maintained its No. 1 position for 21 years, supported by its solid
technology leadership and new consumer-centric marketing
initiatives.
Samsung managed to improve its brand value by focusing across
the company on one common brand ideal: Accelerating discoveries
and possibilities, and making it come to life with a number of
consumer engagement programmes, such as the Launching People
campaign, which reached more than 100 million people globally.
We want to continue our efforts to become an aspirational brand
through innovative ideas and technologies that give people the
power to discover new experiences and enhance peoples live, said
SP Kim, the Chief Marketing Officer of Samsung Electronics.

Samsung entered the top 20 Interbrand global brand list for the
first time in 2009, and moving into the top 10 in 2012 just three
years later.

CORPORATE IDENTITY
Identity is what one is, design is what one wants to be.2 A
companys identity emerges primarily through what people see.
Advertising, logos, signage, uniforms, buildings, packaging, and
product design all contribute to creating corporate identity.
Corporate Identity tries to develop and improve the corporate
image by building its integrated image and improving its business
effectiveness as well. In a company with a well-developed
Corporate Identity, the products and services, buildings, publicity
material and stationery may all share common characteristics such
as the use of a standard house style typeface, preferred color
schemes and distinctive shape or forms.
The

Corporate

Identity

program

is

strategy

of

visual

communication for the consistency of the corporate image and

integration of management. Design elements may be integrated or
standardized by means of a corporate identity program, the aim of
which is to present an appropriate, uniform image to customer,
suppliers and other groups.
The purpose of Corporate Identity is to classify and systematize the
images of a company. In that process, it is possible to improve the
brand value of a corporation by suggesting its philosophy and vision
to others and, at the same time, it can internally make a systematic
organization by properly managing and inspiring its members
through its systematic structure.
Corporate Identity was created in the US and is regarded as a
simple project for the managing strategy to internally and

externally establish its significance of existence but it has a new

and sublime concept these days. That is, Corporate Identity is the
individual corporate value and personality which all people related
to its survival and development can be in common and can have
pride.
Product Identity
Innovation and self-expression for its independence and unity in a
new connection between the corporation and society. The detail of
roles in Corporate Identity is as follows.
The first role of Corporate Identity is to clearly understand the
business aspect. There are different types of corporate philosophy.
First of all, the corporate philosophy was usually used to define a
code of conduct. Other types of corporate philosophy were related
with the external values including the attitude of management such
as customer first, good service and so on. Recently, however, they
express the reasons of its existence such as their vision and
necessity. This point is important in this rapidly changing world. In
fact, a corporation must consider the changing environment for its
survival and it is the concept of business area. It is the key to
modern Corporate Identity. While the old Corporate Identity usually
focused on the visual communication such as logo and color for the
symbol, todays Corporate Identity has changed from checking and
establishing the corporate mission. The second role of Corporate
Identity is to improve the corporate image. These days, the
corporate image is comprehensively recognized according to the
visual image and the behavioral image. The consumers, at first,
judge the corporation by its visual image but, afterwards, he
evaluates it by its behavioral image. Corporate Identity is a review
and reestablishment of all behaviors by the corporate itself and it
contributes greatly to improve the corporate image.

There are many opinions about the elements of Corporate Identity.

Wally Olins from England and Jens Bernsen from Denmark say that
Corporate

Identity

is

the

sum

of

products

or

services,

communication and environments. Or it is often viewed as being

composed of three parts: Corporate Design (logos, uniforms, etc.),
Corporate

Communication

(commercials,

public

relations,

information, etc.), and Corporate Behavior (internal values, norms,

etc.). Or Corporate Identity is the sum of Products, Communication
and Environment design.
Besides, it is generally said that Corporate Identity is composed of
three elements; Mind Identity (MI), Behavior Identity (BeI) and
Visual Identity (VI).10 Mind Identity (MI) is essential in the concept
of CI and it is a program to re-establish the vision and goal of the
times for the corporation and to inform it inside and out by reexamining and restructuring the corporate philosophy. In addition,
the Behavior Identity and Visual Identity must be followed by Mind
Identity (MI). Therefore, in order to promote CI, Mind Identity (MI)
must be established. The second element is Behavior Identity (BeI).
It is a very important program that makes all members of the
company actualize and objectify the established management
philosophy of Mind Identity (MI).

Identity (BeI) is a program not only to improve but also to activate

the organization, and must be done in corporation resource
planning. The third element is Visual Identity (VI) which is the core
of CI. It could be the strategy of corporate image by Visual Identity
(VI) because the change of corporate name and the development of
logo are visually shown to others. Many companies have used Visual
Identity as a marketing theme in the past because the visual
information has a great effect on awareness and memory. Visual
Identity (VI) in CI, however, is the visualization of Mind Identity

(MI) and it is a very different process from product sales because VI

is to systematize and develop the highest priority.