Samsung Electronics CompanyThe Samsung BrandBorn as a low-cost manufacturer of black and white televisions in 1969, large with a semiconductor segment in the 1970s, Samsung delivered a volume massive supply of low-cost consumer electronics to domestic and OEM products in domestic and global markets until 1993. As a result, the company did not develop global brand awareness until then. On the global stage, Samsung's brand message was fragmented and its logo presentation inconsistent. In 1993, a "new management initiative" began to transform Samsung from a "low-cost OEM" to a supplier of high-value products. At this point, the company realized the need to bring the brand to a global platform and began thinking about the importance of global positioning and brand momentum. Initially, management aimed to develop the company's brand image in 200 countries with a focus on 17 selected products. But, initially, internal challenges related to marketing misconceptions among senior executives derailed the efforts of these visionary growth measures. But the company's challenges transformed into a different outcome in the wake of the Asian financial crisis of 1997. Swift actions were needed to limit financial threats, and massive restructuring efforts were imminent. Samsung used this opportunity wisely and the result was a debt recovery from $15 billion to $4.6 billion in a short period of 5 years. Samsung's global marketing director is evaluating how to further strengthen the company's global brand reputation and improve the company's global brand image. to show how to build a global brand. The challenge for Samsung's marketing director lies in branding strategies in global markets. The marketing team must examine organizational dynamics to develop a strong global brand. Success Factors: Management Effectiveness: During the 1980s, the company's refocusing on manufacturing quality and technical leadership as well as the reinvestment of profits in R&D, advanced manufacturing and supply chain activities sourcing have helped the company grow to a great extent. This management vision not only improved the company's products to be competitive in the high-tech electronics industry, but also laid the foundation for its global brand awareness. Transparent disclosure practices: In 2003, Samsung was the most widely held stock among all emerging market companies due to its relatively transparent disclosure practices. This is evidenced by the fact that more than half of its shares are held outside Korea and the stock price increased tenfold between 1997 and 2002. Factory Locations/R&D: To keep costs low, the The company operated in different geographies like China (manufacturing) and India (R&D).