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45,462 $m

Samsung, the South Korean high-tech electronics manufacturer, continues its journey to become an increasingly aspirational brand and ranks #7 in this year's Best Global Brands report. The brand continues to focus on "accelerating discoveries and possibilities" by making sustained investments in R&D-in both design and technology. This continuous innovation enables the brand to keep ahead of consumers' relentless demands for next-generation devices-great examples being curved TVs and a new virtual reality headset, both of which provide more immersive viewing experiences. Samsung continues to lead the increasingly competitive global smartphone market by volume and, in 2013, doubled its presence in tablets. Samsung is also starting to set the pace for wearable electronics, the emerging focus for the next wave of tech innovations. As the "Internet of Things" continues to create smart functionality across the multitude of devices that will connect consumers' lives, Samsung's diversity and sustained ability to innovate leave it well poised to fully capitalize on the forthcoming Age of You. The massive expansion of functionality in the Age of You will require technology to communicate across platforms and converge around the needs and desires of consumers. This too will play to Samsung's advantage increasing the chances that it will catch up to brands, such as Google and Apple, that exemplify platform thinking at scale. In 2013, Samsung tripled its marketing spend to USD $14 billion-more than triple Microsoft and Apple's combined marketing spend last year, not to mention the equivalent of Iceland's GDP. Samsung's marketing prowess was apparent during its successful sponsorship of the 2014 Winter Olympics and Paralympics in Sochi and particularly when the brand took a starring role in the "buzzworthiest" of selfies at the 2014 Oscars. 

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