How does Samsung build a world brand?

In the "Top 100 Global Brands" released by Interbrand and Business Week last year, "Samsung" ranked 19th with a brand value of US$17.52 billion. Over the years, Samsung has relied on the spirit of "non-stop and never let up" to continuously carry out technology research and development and market promotion, always maintain a sense of urgency, and finally developed into a representative national enterprise in South Korea. Continuous R&D If you want to create a world-class brand, you must have world-class products. In order to be able to create world-class products, Samsung has spared no effort to build its own strong R&D team to improve its technology development capabilities and product technology level. Samsung Electronics Chairman Lee Kun-hee emphasized that there are still many uncertainties in the world economy. At this critical moment, Samsung needs to increase investment and recruit more talents to seize business opportunities in the global market. It must preemptively invest and product research and development, Expand the market power of products. To this end, Samsung continues to increase its investment in product technology research and development. Samsung Electronics plans to invest 26 trillion won (approximately US$21.8 billion) in areas such as semiconductors and LCD (liquid crystal displays) this year, which is the largest investment since the company was founded. Although it already ranks first in the world in the field of memory chips, Samsung plans to invest US$3.6 billion in a semiconductor factory in Austin, Texas, by next year to build a large-scale integrated circuit chip (LSI) production line. This shows that Samsung Electronics will launch a comprehensive challenge to the large-scale integrated circuit chip field monopolized by multinational companies such as Intel, Texas Instruments, and Qualcomm. In order to speed up the pace of product research and development, Samsung Electronics has strengthened its internal research and development, while also signing technology transfer agreements with other companies and acquiring companies with cutting-edge technologies in developed countries. Samsung Electronics acquired Japan's LUX Corporation in 1994 and acquired a major stake in American AST Research in 1995. Samsung Electronics also continues to strengthen strategic alliances with competitive companies with cutting-edge technologies to share technologies. High-intensity publicity In order to build itself into a leading brand in the global electronics industry, Samsung not only invested heavily in publicity to enhance brand awareness, but also established the "TOP Sponsorship Plan" in 1996 to become the official sponsor of the Olympic Games. A large platform to showcase the Samsung brand to the world. Li Jianxi has always emphasized the role of brand value in competition. In order to quickly increase Samsung's brand value to the world's top level, he proposed a top sponsor (TOP sponsorship) plan for the Olympic Games. To this end, Samsung boldly carried out global brand asset management and became the official sponsor of the Nagano Winter Olympics in 1998. Since then, Samsung has sponsored successive Winter Olympics and Olympic Games in Sydney, Salt Lake City, and Athens, and became a global sponsor of the Beijing Olympics in 2008. With the title of top sponsor, Samsung has left the impression of a top brand on the world. In order to promote Samsung, Samsung also opened the Samsung Electronics Promotional Hall at the end of 2008, providing visitors with a space to freely experience Samsung Electronics' most cutting-edge products. Since its opening, the promotional hall has been visited by more than 250,000 people. At present, the Samsung Promotional Hall has become one of the tourist attractions for foreign tourists in South Korea. Samsung continues to enhance brand value through brand positioning. Samsung believes that products are the main carrier of brand recognition. In order to establish a high-end image of its products, Samsung insists on showing a high-end image in advertising and sales channels. Whether it is mobile phones or home appliances, Samsung positions its products in the high-end market. . Last year, Samsung established a new brand image management committee to tap brand potential and value with its global brand image. Maintaining a sense of urgency At the beginning of this year, due to being seized by Apple in the field of smartphones, Lee Kun-hee announced his return to the front line of Samsung Electronics operations. He once said with worry, "Samsung's future is uncertain. In the next 10 years, most of the products representing Samsung will disappear. Now Samsung should start again..." In the second quarter of this year, Samsung Electronics' operating profit reached 5 trillion won, a record The highest record in history. However, Samsung proposed a new business slogan of "non-stop" at this time to strengthen its crisis awareness. Samsung’s leadership continues to emphasize to employees that although the company has achieved higher-than-expected results in the second quarter, employees should be prepared to deal with the impact that the European fiscal crisis and the reduction of economic stimulus measures in neighboring countries may have on operations in the second half of the year. Influence. At the same time, we must keep a low profile externally and approach the work in the second half of the year with a modest and prudent attitude. Samsung executives said that not being satisfied with the status quo and constantly looking for new future development drivers is Samsung's new business spirit. Toyota car recalls and other incidents have made Samsung increase its crisis awareness. This awareness is the driving force for Samsung to maintain its business spirit.