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					SUPERBRANDS ANNUAL 2010                                                                                                                                                                                                                                                                       SAMSUNG

                                                                                                                                                       Awards for the i8910 HD; a top                                                                                             loyal to the brand as a result
                                                                                                                                                       industry accolade for Samsung                                                                                              of a range of initiatives
                                                                                                                                                       as Monitor Manufacturer of the                                                                                             including product experience,
                                                                                                                                                       Year came from PC Pro with                                                                                                 customer service and support
                                                                                                                                                       the PC Pro 2009 Reliability &                                                                                              as well as an ongoing active
                                                                                                                                                       Service Awards for Monitors;                                                                                               dialogue through a broad
                                                                                                                                                       it also received a Which?                                                                                                  range of communications
                                                                                                                                                       Magazine Best Buy accolade                                                                                                 programmes.
                                                                                                                                                       for the WB1000 camera,
                                                                                                                                                       positioning Samsung Digital                                                                                                Samsung continues to drive
                                                                                                                                                       Imaging as a ‘premium’ brand                                                                                               a brand-led consumer-centric
                                                                                                                                                       amongst the competition.                                                                                                   approach to marketing, building
                                                                                                                                                                                                                                                                                  emotional engagement across
For more than 70 years, Samsung has been ‘dedicated to making a better world’ through                                                                  Samsung’s premium                                                                                                          a range of product businesses.
                                                                                                                                                       brand image has
diverse businesses that today span advanced technology, semiconductors, skyscraper                                                                     powered its growth in the                                                                                                    Samsung aims to create some
                                                                                                                                                       telecommunications category.                        devices from TVs and laptops to mobile phones          of the world’s most innovative and inspiring
and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more.                                                                   It is the number one handset manufacturer           as well as two innovative e-Book readers.              communications and advertising campaigns that
Its flagship company, Samsung Electronics, leads the global market in high-tech electronics                                                             globally and leads the telecommunications                                                                  bring its product propositions and brand to life.
                                                                                                                                                       industry with the widest range of mobile            Reflecting further innovation, Samsung                  Recognised by consumers and the industry as
manufacturing and digital media.                                                                                                                       phones currently available in the market.           showcased concept products in the form                 an award winning advertiser, Samsung continues
                                                                                                                                                       Samsung has also led the standardisation            of the world’s first transparent MP3 player             to build rapid brand preference and aspiration.
                                                                                                                                                       of mobile phone technologies with products          with an AMOLED display.
Market                                                                                                                                                 such as mobile WiMAX.                                                                                      Samsung’s product research and development
Samsung Electronics has grown from a small-                                                                                                                                                                Samsung has launched the world’s first multi-           is world-class, driving the company to build
scale manufacturer with a little known brand                                                                                                           Samsung was awarded 23 prestigious                  device applications store – a single destination       a brand that is best-in-class in technology
into one of the world’s strongest and most                                                                                                             CES 2010 Innovation Awards including:               to browse, buy and manage apps for Samsung             and entertainment.
powerful technology companies.                                                                                                                         three Best of Innovations; three eco-design
                                                                                                                                                       honours; three awards for its LED back-lit                                                                 Samsung is concerned with managing its
Boasting a diverse product portfolio, Samsung’s                                                                                                        HD TVs; one for its Plasma HD TV; three for                                                                business processes to produce an overall
success can be largely attributed to its strength                                                                                                      blue-ray players; one for its home theatre                                                                 positive impact on society. Its Corporate
in three core areas – memory chips, liquid                                                                                                             system; two for its digital audio players; two                                                             Responsibility (CR) strategy includes; business
crystal displays (LCDs) and mobile phones.                                                                                                             for its digital cameras; one for a refrigerator;                                                           ethics, public and community affairs, investor
                                                                                                                                                       six awards for mobile phones; and one for                                                                  relations, governance, stakeholder engagement,
Samsung also attributes its success to: the                                                                                                            a monitor with multi display functionality.                                                                brand management, environmental affairs and
production of innovative, reliable products                                                                                                                                                                                                                       corporate philanthropy.
and services; talented people; a responsible                                                                                                           Recent Developments
approach to business and global citizenship;                                                                                                           More than a quarter of Samsung employees                                                                   Brand Values
and collaboration with its partners and customers.                                                                                                     are engaged in research and development.                                                                   The Samsung brand is based around core
                                                                                                                                                       This is a hallmark of the company and each                                                                 values of technology, design and innovation
Samsung’s aim is to develop innovative                                                                                                                 year the business is focused on discovering                                                                as well as efficient processes that create new
technologies and efficient processes that                                                                                                               new technologies, products and services             devices, beginning with mobile phones,                 markets, enrich people’s lives and maintain
create new markets, enrich people’s lives and                                                                                                          in order to keep Samsung at the cutting-edge        TVs and Blu-ray players. Already launched              Samsung’s position as a digital leader.
continue to make Samsung a trusted market                                                                                                              of innovation.                                      in the UK, France and Italy, it will expand to
leader. Samsung is guided by a singular vision:                                                                                                                                                            approximately 50 countries worldwide in                                 
to lead the digital convergence movement.                                                                                                              At the 2010 Consumer Electronics Show in            2010. Content partners will include Accedo
This vision is being delivered through Samsung                                                                                                         Las Vegas which took place in January 2010,         Broadband,, The Associated
Electronics’ innovative product range that                                                                                                             Samsung showcased an abundance of product           Press, Blockbuster, Fashion TV, Netflix, Picasa,              Things you didn’t know
spans mobile phones, TV, audio and video, PCs,       including semiconductors, TFT-LCDs,               Achievements                                    launches in the home entertainment arena.           Pandora, Rovi, Travel Channel, Twitter, USA
                                                                                                                                                                                                                                                                            about Samsung
cameras and camcorders, monitors, printers,          monitors, and CDMA mobile phones.                 Samsung has won many awards and gained          Highlighted products included its new 3D TV         TODAY, Vudu and YouTube. Samsung Apps will
home appliances and more. Samsung is                                                                   recognition for its products in recent years.   line-up, the widest product range ever and          eventually be open to developers and Samsung
a leader in all of these markets.                    Samsung is divided into several different         In 2009 this included awards for TV of the      the innovative LED9000, which is as thin as         will offer a software development kit.                   Collaborations between Samsung and
                                                     affiliated companies, with Samsung Electronics     Year at T3 Gadget Awards for the Samsung        a pencil. In addition to LED TV the full line-                                                               some of the world’s leading designers
Product                                              being the best known and most profitable.          UE40B7000; TV/AV Product of the year for        up also includes LCD TV, Plasma TV, Blu-ray         Promotion                                                have included prestigious partnerships
From stylish mobile phones to semiconductors,        It manufactures a wide range of products          the UE46B8000 at the Stuff Awards 2009;         players and home theatre systems. The first          Samsung’s marketing aim is to drive profitable            with Bang & Olufsen, Giorgio Armani,
from DRAM to digital TVs, Samsung encompasses        including audio/visual, computer related          Best Laptop Under £400 for the R519 on Five     complete 3D eco-system with an advanced             growth with a focus on brand preference and              Jasper Morrison and Liberty.
a variety of products in its various business        and telecommunications products as well as        TV’s The Gadget Show. The R519 went on          3D television, sophisticated 3D Blu-ray player,     loyalty. By adopting a holistic approach to the
divisions that harness speed, creativity and         home appliances and various components.           to become Samsung’s best selling notebook       stylish active shutter 3D glasses and a home        various Samsung businesses, it is able to                As the world’s first producer of ultra
efficiency to invent and develop market-leading                                                         of the year; Best Multimedia Device for the     theatre system was also launched. In addition,      leverage the full strength of the Samsung brand.         mobile PCs, Samsung presented the
products. Samsung’s commitment to being              Samsung sold more than 2.5 million LED TVs        i8910HD mobile phone, establishing Samsung      an HD TV-based internet applications store was                                                               HSDPA-enabled Q1 ultra – the next
the world’s best has won the company number          globally in 2009; in 2010 Samsung expects to      as a top Smartphone manufacturer; Best          also launched; the first application store to        Nurturing brand loyalty is a key pillar of Samsung’s     generation of Q1 in 2007.
one global market share for 13 products              sell 10 million.                                  Multimedia Phone at the Mobile Choice           be designed to work across all of Samsung’s         marketing. Its consumers continue to remain
                                                                                                                                                                                                                                                                    Samsung launched the world’s first
 1938                      1950s                     1960s                 1970s                     1990s                   2000                       2006                       2008                    2010                                                     3D-enabled plasma HD TV in 2008,
                                                                                                                                                                                                                                                                    following the debut of 3D-enabled
 Samsung General           Samsung becomes           Samsung expands       The foundations for the   Significant change in    A Digital Management       World firsts include        The Olympic Games in    Samsung is a              Also in 2010, Samsung          DLP in 2007.
 Store opens in            a producer of basic       overseas and is one   present day Samsung are   relation to Samsung’s   approach is adopted        the launch of an 82 inch   Beijing offer Samsung   worldwide Olympic         will introduce a full-
 North Kyungsang           commodities such          of the first Korean    laid. Investment grows    approach takes place.   to ensure that Samsung     full HD TV TFT-LCD and     a prime sponsorship     partner and sponsor       range of 3D ready HD
                                                                                                                                                                                                                                                                    Samsung is the world’s leading
 Province, Korea.          as sugar and wool.        companies to do so.   in the semiconductor,                             maintains its leading      a 10 mega pixel 8GB        opportunity.            of the 2010 Winter        TVs and the world’s
                                                                                                                                                                                                                                                                    manufacturer of AMOLED (Active-
                                                                           information and                                   position in the            HDD camera phone.                                  Olympics in Vancouver.    first transparent MP3
                                                                                                                                                                                                                                                                    Matrix Organic Light Emitting
                                                                           telecommunications                                Information Age.                                                                                        player with an AMOLED
                                                                           industries.                                                                                                                                               display.
                                                                                                                                                                                                                                                                    Diode) displays.