Samsung ranks 8th in Interbrand’s ‘Best Global Brands 2013’

On the September 30th, 2013, Interbrand, the world’s largest brand consultancy announced this year’s list of “100 Best Global Brands.” Improving its rank by 1 over last year, Samsung has been ranked the 8th Best Global Brand.

Samsung’s brand value is worth a total of 39.6 billion, according to Interbrand, which was a 20.4% improvement from last year. The average increase in brand value of the top 100 global brands was 8% and 15% among IT corporations.

Samsung’s exceptional management and continued introduction of innovative products, such as smartphones, TVs and more, and its global brand marketing strategy played a significant role in this result.

Samsung Electronics has become the #1 mobile phone corporation with its GALAXY S4 and GALAXY Note 3. It has also created a new market of wearable devices with GALAXY Gear, an innovative wearable device.

Samsung has also been named as the #1 TV brand for 7 consecutive years with the introduction of the world’s first Curved UHD TV, and continues to lead the market by producing premium digital home appliances.

On the marketing front, last year Samsung Electronics announced a new brand slogan, “Discover the world of possibilities” and has launched various additional marketing campaigns.

One of these campaigns was the “Launching People” campaign, which kicked off this year.  This campaign allows people around the world to share their stories about ‘creating a possibility with Samsung Electronics products’ and it has been creating a lot of buzz. The campaign reached 60 million people in France within 5 weeks of its launch and created more than 2000 stories.

Samsung Electronics is planning to expand the campaign to 10 countries by end of the year and 25 countries by the end of next year.

While most new brand ideology and campaigns targeted external markets, last year Samsung Electronics also announced its internal slogan called, ‘Discovery Starts Here.’ This brand ideology was intended to strengthen its internal communication to deliver brand ideology. It has more than 120 personnel working to promote the brand ideology over 70 international HQs. It has also held more than 200 seminars per year to discuss the brand ideology.

 “We have tried to achieve more than just increasing our brand awareness and create a brand which customers desire. We have launched a new brand ideology and marketing strategies to achieve this goal” said, Sue Shim, Chief Marketing Officer of Global Marketing Operation, Samsung Electronics.

Samsung’s rise has been steady over the years, but has recently increased substantially. In 2009, Samsung was named one of the top 20 global brands and within 3 years, it broke into the prestigious top 10 of Interbrand’s list.

Samsung was previously ranked 2^nd in Boston Consulting group’s list of “The Most Innovative Companies 2013”.

Samsung’s Brand Value and Rank by Year
(Unit : $100 million)