Samsung, a desire to shape a future in its image

“Think Bigger”, here’s “the nose foot” made by Samsung to Apple. Indeed, it is not without a pinch of humor that the Korean brand, alongside Adformatie has hijacked the slogan of its biggest competitor. In its latest campaign for the Zen Fold, the first foldable phone, Samsung allows itself to play its position in the top 5 most influential brands on the planet. So Apple’s “Think Different” becomes “Think Bigger” with Samsung.

Samsung Z Fold Advertising Campaign, Adforamatie Media Agency

Thinking bigger is Samsung’s will for many years. Who has never held a Samsung phone in their hands? A decade ago, we still remember the beginnings of “tactile” phones, moreover, not so tactile and a little capricious. Today, the dice are rolled, Samsung has come a long way and dreams bigger. The object sublimates itself as a work of art and becomes even more innovative. Who would have thought that one day a phone could fold? Well Samsung did it! Straight out of a science fiction film, this is the case of the Z Fold. A well-known brand that continues to stand out.

Samsung, the Korean brand on all fronts

Samsung has something to be proud of, in fact, the brand announced on October 20, 2020 its ranking in the Best Global Brands. This ranking, compiled by interbrand, a global brand valuation consulting firm, brings together the most influential brands in the world. Samsung is in the top in 5th place. With a brand value of $62.3 billion, it challenges all U.S. companies ahead of it such as Apple, Google, Amazon, Microsoft and Coca-Cola (1). In addition, in 2020, it was also proclaimed “the best employer in the world” by Forbes.

A year of success for the latter, which holds the helm and continues to shake its American competitors. The brand name thus makes perfect sense. Its founder, Lee Byung-chu, chose to call it “Samsung” because it means “3 stars”. He wanted his brand, Samsung, to become powerful and last forever, like stars in the sky. This is a successful bet since 1938, the company works to offer innovative technological devices in several sectors.

Thus, the company intervenes in the sector of consumer electronics, technological innovation and mobile communication and ultimately in components. Thus, Samsung’s dreams have no limits. Since the company reached the top of the global market in 2006 for consumer electronics, it has been constantly innovating to gain leadership. Samsung is now working to offer products from a new perspective.

The brand is now enjoying strong growth thanks to the launch of innovative new products with a worked design. Samsung takes the lead in the premium market against Apple. Samsung TVs, phones or other products become real jewels combining design but also performance. Indeed, the brand makes it a point of honor to offer devices with the most advanced technology possible to enrich the lives of users and pave the way for the world of tomorrow.

smartphone samsung innovation
Samsung makes everyday life easier for consumers by offering devices designed for tomorrow

The promise of a world leader

Samsung is now one of the most influential brands because of its commitments. Indeed, the brand communicates very transparently about these. It claims its philosophy in accordance with the challenges of today’s world. Indeed, through its vision, the brand wants to perform as a leader but responsibly. This vision is reassuring when the electronics sector is often marred by deplorable working conditions in developing countries.

Thus, Samsung is committed to complying with local laws and regulations and applying a comprehensive code of conduct to all of its staff. Ethics becomes a tool for the professional environment but also for stakeholders such as customers and shareholders. The goal of the brand is to become the most ethical brand in the world. To do this, it educates its employees and uses internal control systems in parallel with transparent business management.

In addition to this, the brand is also moving towards sustainable development. The goal of this positioning is to create integrated value while restoring consumer confidence. By following these values, Samsung manages to generate economic, social and environmental values.

The brand thus controls the impacts it generates to maximize positive impacts and obviously reduce negatives. In addition, by being a corporate citizen, Samsung says it is following the UN’s universal sustainable development goals. For example, as actors Samsung is committed to ending poverty in all its forms and everywhere or eliminating hunger, ensuring food security.

Thus, Samsung shows a transparent face. The sassy brand that seems to challenge U.S. companies is dedicating its skills to offering products and services that help make society better. With the latter, the future is built while integrating the essential values in our society. In these troubled times, this response seems to be relevant to see the horizon emerge. One foot in the present and another in the future, Samsung still has many surprises in store.

Sources:

(1)“Samsung enters the top 5 most powerful brands in the world”,Samsung, Press Release of 20 October 2020

(2) [Infographic] “20 Things You Didn’t Know about Samsung“, Samsung, Article of May 22, 2013

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