Samsung off TIP- excellent brand strategy management.docVIP

 PAGE \* MERGEFORMAT 18 Samsung off TIP: excellent brand strategy management A former unknown cheap ‘popular goods’, in a short span of 10 years became a world-class brand, South Korea’s Samsung (samsung) to create the myth of the whole world is amazed! More than 60 years ago, Samsung has just come out is just one small shops; More than 30 years ago, Samsung, Sanyo of Japan in order to survive the company is still working; More than 10 years ago, Samsung is still in the eyes of the West to spread the cheap goods. However, over the past decade, the Samsung brand cocoon to achieve break off in 2005, was returned by a 14.9 billion U.S. dollars in brand value ranked ‘the world’s 100 most valuable brands’ list No. 20, one stroke ahead of Japan Sony (SONY) (108 ranked No. 28 billion U.S. dollars), as the world’s No. 1 consumer electronics brand in 2007, Samsung’s sales of 100 billion U.S. dollars. Samsung have created a legendary brand Samsung’s 10-year sword, from the ‘seriously commoditised’ reborn grow into an international brand, Samsung created a legendary brand. In 1970, when Samsung was one of Japan’s Sanyo to work for OEM manufacturers, Samsung is only one imitator that time, only in accordance with someone else’s design and manufacture of electronic products. 80s of last century to the early 90s, Samsung is still synonymous with cheap goods. Samsung was copying someone else’s technology, manufacturing, the lack of inspiration for a large number of cheap products, Samsung’s production of microwave ovens sold to the United States, the products, a large number of accumulation, only discount sale. Therefore, Samsung products in the United States in the eyes, but wares spread out on the cheap ‘seriously commoditised’. Subsequently, Samsung, through to the well-known international brands to manufacture chips and electronic products, a successful manufacturing companies in Korea, but Samsung’s brand is still a far cry from the international brand. 90 years