Identity makeover. (Samsung Electronics Company Ltd.; brand recognition)
HFN: The Weekly Newspaper for the Home Furnishing Network, April, 1996 by Bloomfield, Judy
Samsung Electronics Company Ltd. has been building its brand image through product investments, consumer research and advertising. The electronic manufacturer's advertising slogan, "Simply Samsung," refers to Samsung's committment to creating quality products with the consumer in mind. In Sep 1995 Samsung launched a series of six advertisements which featured black and white photographs with one product and one person.
NEW YORK--"It's not so simple to be simple," said Mark Knox, Samsung's national marketing manager for digital products. He was making fun of the company's slogan, "Simply Samsung," used in its multimillion dollar advertising campaign designed to give Samsung a new image and greater brand recognition.
The slogan refers to Samsung's strategy of...
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