Consumers Choose: Samsung HDTVs and DVD Players Voted as Customer Favorites

Business Wire, May 28, 2008

Samsung Earns Top Rank for Customer Loyalty Three Years in a Row

RIDGEFIELD PARK, N.J. -- Samsung Electronics, a market leader and award-winning innovator in consumer electronics, announced that it has been recognized by the Brand Keys Customer Loyalty Engagement Index as No. 1 in customer loyalty for both the HDTV (LCD) and DVD player categories. These awards build upon Samsung's prior achievements, notably a Brand Keys Customer Loyalty Award for HDTVs (CRT) in 2007, as well as honors for HDTVs and DVD players in the 2006 edition.

The 11th annual national survey identifies brands that are best able to engage consumers by meeting or exceeding their expectations, which creates loyal customers. The report forecasts which products consumers are most likely to purchase over the next 12 to 18 months. In both the HDTV (LCD) and DVD player categories, consumer preferences were based on product design and performance.

"Samsung is proud to be honored with two Brand Keys Customer Loyalty Awards," said Tim Baxter, Executive Vice President of Sales and Marketing at Samsung Electronics America. "Winning these awards reaffirms Samsung's dedication to provide products with a level of design and functionality that enhances any consumer's home entertainment setup."

Brand Keys is the only research consultancy that specializes in customer loyalty, providing brand-equity measures that anticipate the level of customer loyalty for a brand. Brands are ranked based on how close they come to meeting consumers' expectations on key category drivers.

"The Samsung brand has managed to find a niche for itself, where it means something beyond just 'electronic' equipment to the consumer," explained Robert Passikoff, President at Brand Keys, Inc. "Customers remain loyal to brands that resonate with values and Samsung achieves this by providing products that resonate with the customer. A lot of brands don't have that connection."

For more information about the 2008 Brand Keys Customer Loyalty Awards, please visit www.brandkeys.com/awards.> About Samsung Electronics America, Inc.

Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., Ltd., markets a broad range of award-winning, digital consumer electronics and home appliance products, including HDTVs, home theater systems, MP3 players, digital imaging products, refrigerators and washing machines. A recognized innovation leader in consumer electronics design and technology, Samsung is the HDTV market leader in the U.S. Please visit www.samsung.com for more information.