Samsung surges to seventh position in global ranking

FROM LEFT: Samsung East Africa Vice President Robert Ngeru, Business Leader Nandakishore Nair and Product Manager, Printers Albert Kigada when the company launched the Xpress C460W printer dubbed 'Get Print on Tap'. [PHOTO: WILBERFORCE OKWIRI/STANDARD]

Nairobi; Kenya: Samsung Electronics has risen to seventh position according to Interbrand’s annual ‘Best Global Brands’ report released last week. The report recognised the global growth of Samsung’s brand value through creative marketing initiatives and continued market leadership across many product categories, including smartphones, TVs, digital appliances and memory devices.

Up one spot this year – from eighth position last year – Samsung recorded a brand value of $45.5 billion (Sh4.001 trillion) this year, a 15 per cent increase from last year’s $39.6 billion (Sh3.2 trillion. The company continued to show significant growth in its brand value; this is more than double the average growth rate of 7.4 per cent achieved by the World’s Top 100 Brands.

Samsung has maintained first position in the smartphone market for two years, boosted by the launch of flagship smartphone products, while wearable devices like Samsung Gear and Samsung Gear VR point to new engines of growth. Collaboration with world-renowned fashion brands and sponsorship of the 2014 Winter Olympics also increased Samsung’s brand value with consumers. In the TV market, Samsung managed to extend its global industry leadership, which is now in its eighth year; this was helped by the introduction of the first curved televisions.

Samsung is also leading the premium market for digital appliances, with new product line-ups such as the Chef Collection. The company’s partnerships with Michelin-starred chefs and world class furniture brands underline Samsung’s innovative marketing.

Meanwhile, in the memory business, Samsung has maintained pole position for the last 21 years, supported by its solid technology leadership and new consumer-centric marketing initiatives. The company managed to improve its brand value by focusing on one common brand ideal: ‘Accelerating discoveries and possibilities’, and making it come to life with a number of consumer engagement programmes, such as the ‘Launching People’ campaign, which reached more than 100 million people globally. “We want to continue our efforts to become an aspirational brand through innovative technologies that give people the power to discover new experiences,” said Samsung Electronics Chief Executive SP Kim.