Samsung
...Samsung, the Korean based electronics brand, has boosted its profile
and being listed as 21st valuable brands in the world. Its brand value
surged by 16% to 12.5 billion US dollars compared to the figure in
2003 which is 10.8 billion US dollar. (Simon, 2004) It becomes the
world’s leading brand in electronics and digital industry. This
achievement is closely related to its sponsorship strategies. Samsung
associate its name to the “TOP” plan, which is “The Olympic Partner”
plan. It is a plan which leads Samsung to be the top brand in the
world. However, there are many other programs to support Samsung’s
sponsorship strategy. Without these strategies the “TOP” plan will not
have such effectiveness and efficiency.
Samsung’s philosophy is “devote our human resources and technology to
create superior products and services, thereby contributing to a
better global society”. (www.samsung.com) Under this philosophy
Samsung has adopted a sport-based strategy in building its brand. The
multinational consumer electronics firm acknowledges the fundamental
role played by sport and by the Olympic Games as a promoter of its
brand. Vice president of corporate communication at Samsung, Il-Hyung
Chang, rationalizes the important role of sport sponsorship by stating
"sports sponsorship is a strategy that fits well within our operations
at Samsung….it’s an integral part of our company’s philosophy". Philip
and David, 2003 Entering into the “TOP” plan propels Samsung’s
sponsorship to a new era. It has an opportunity to act on the same
stage with the world top brand such as Coca Cola, IBM, and Visa, which
greatly enhanced its brand image. The company’s active and established
role in the heart of the Olympic Movement has contributed to its brand
value surge in recent years.
Samsung’s involvement with the Olympic movement began as a local
sponsor for...
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