★★★ Brand Analysis

 History  Sports Sponsorship  Advertising  Market  Demographic  Future Trend

 1938-Lee Byung-Chul started small business called Samsung in Daegu City and moved it to Seoul  1950-Samsung had to move out of Seoul and go to Suwon City because of Korean War  1953-Samsung started sugar production which now become big different company CJ Corporation  1958-Samsung starts insurance business  1963-First Shinsegae department store was build which is now in every city in South Korea  1969-Samsung Electronics was founded  1973-Samsung starts hotel business  1974-Shipbuilding industry had started  1978-HoAm museum has built  1982-Built TV assembly plant in Portugal  1984-Built $25 million plant in New York  1987-Built another $25 facility in England  1985-Samsung Data System was built (SDS)  1987-Lee Byung-Chul passed away and his sun Lee Gun-Hee takes over Samsung company  1988-Samsung credit card was first made  1992-Samsung became largest producer of memory chips  1996-Reaquired the Sungkyunkwan University foundation  Samsung survived from Asian financial crisis relatively unharmed  2005-Samsung overtook Japanese rival Sony as the world’s leading consumer electronics brand and became top twenty global brands overall

 Samsung is very involved in sports such as Olympics and Asian games. Its contributing Samsung Nations Cup Riding Competition, Samsung Running Festival, Samsung World Championship(golf).  1998-Sponsor Japan Nagano Winter Olympic  2000-Samsung cars workout, sponsor Australia Sydney Summer Olympic  2002-Sponsor America Saltlake City Winter Olympic  2004-Sponsor Greece Athens Summer Olympic  2006-Sponsor Italy Torino Winter Olympic  Samsung is the sponsor of the English Premier League team Chealsea. And also there are many other teams around the world, Suwon Samsung Bluewings in Korean Soccer League, Samsung Lions in Korean Baseball League, Seoul Samsung Thunders in Korean Basketball League, Samsung Bichumi in Women’s Basketball League in Korea, the volleyball team Samsung Bluefangs in Korea, Club Deportivo Guadalajara in Mexican Football League.  Sports Sponsorship in Australia will be Sydney Roosters in rugby league, Melbourne Victory in A-League, and Samsung is starting to sponsor of Essendon AFL Football Club

109/nice_samsung_commercial/  This TV advertising is about mobile phone which came out in early  They have used funny styles of advertising techniques, it makes people to attract more and remember more of it’s product.  It also showed that the product is aimed for everyone, in the ad the people are all has different jobs, age and personality. The people who gets messages, all have different personality such as the coffee shop worker is bit reflective, the taxi driver is bit aggressive and the doctor is very calm & educated.  Maybe it’s easy to use because the taxi driver and the doctor was looking quite old.  A voice of the man who speaks at the end of ad makes people it’s comfortable and safe.  The sound effect of the mobile phones’ message ring-tone is high-toned and bit musical, so it gives people more fun.  The main man can’t speak properly and shows expression with sending message, gets people in the head, because of repeating same situation.  Changing places gives expression of the product is useful anywhere and anytime even out of your country with out knowing other countries’ language.

 dsList.do dsList.do  This TV advertisement is about mobile phone which are new to the market in  These new phones differ greatly from those released at the same time last year.  Compared to the previous ad, this ad shows a lot more about technology (using cameras)  The ad shows reveals the quality of the phone, as it’s showed to work even in the desert. Has focusing feature and touch screen like real digital cameras.  The music in the ad makes people excited and enthused to go outside rather than stay at home.  The ad concludes with a calm, relaxed voice- over describing the features of the phone- enticing the audience.

 Samsung products over time have become much more technologically advanced due to breakthroughs in technological discoveries.  There are sixteen products that Samsung dominates in the world’s market share, including DRAM, colour cathode-ray tube TVs (CPT, CDT), SRAM, TFT-LCD glass substrates, TFT-LCD, STN-LCD, tuner, CDMA handset, colour TV, monitor, flash memory, LCD Driver IC, PDP module, mobile phone plates, Flame Retardant ABS, and Dimerthyl Formamide(DMF). (Samsung Group, Wikipedia).  Samsung and LG only makes screen for LCD TFT TV.  In 2000, Samsung’s brand value ranked 43 rd with US dollar 5.2million  In 2001, Samsung’s brand value ranked 42 nd with US dollar 6.4million  In 2002, Samsung’s brand value ranked 34 th with US dollar 8.4million  In 2003, Samsung’s brand value ranked 25 th with US dollar 10.8million  In 2004, Samsung’s brand value ranked 21 st with US dollar 12.5million  In 2005, Samsung’s brand value ranked 20 th with US dollar 14.9million  Samsung now appeals to more people because it is a brand that is recognized worldwide.  Samsung Electronics has been conducting a ‘great Workplace Program’ called GWP since In 2006, Samsung Electronics, 80 overseas branches and 130 overseas business sectors have reported that they are actively applying the GWP.  Total national listing value of all Korean listed stocks are 22.4% in 2004.

 Samsung products appeal to the medium to upper class people as the products are quite expensive.  Because of Samsung products are of high quality and have a good design, they are very appealing to many different consumers.  Samsung make a wide variety of products from mobile phones to televisions so consumers looking for many different types of products will turn to Samsung.

 Samsung in the future will be become more and more, bigger and bigger company because since the company has founded they have been grow rapidly.  Constructing the world’s tallest building, the Burj Dubai, constructed one of the Petronas Twin Tower in Malaysia and the Taipei 101 in Taiwan, the building will be remembered by people forever.  Samsung is biggest company in Korea, so the country will support as much as they can, therefore Samsung will be grow more.  LCD TFT TV is only made with Samsung and LG, other company buys LCD TFT off Samsung or LG so the market will be staying with the same price.  There are few markets that Samsung is worlds largest manufacturer of. Until there are no more people who likes Samsung’s products, Samsung will stay or grow.

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