In this article, I am going to be looking at Samsung as a global Brand.

First, I will mention that the company Samsung immediately comes to mind when you think of a high-end consumer durable such as a camera or MP3 player, or a mobile phone with an integrated cell phone, or even a plasma television, or even camcorders. Interbrand, an international brand valuation consultancy, ranked Samsung as the 6th most valuable global brand in 2017 in its annual ranking of the world’s top 100 brands. Samsung is a South Korean powerhouse that dominates the electronics industry. Samsung has amassed an impressively diverse empire that comprises holdings in a variety of industries such as electronic manufacturing, heavy industry, financial services, and commerce to mention a few.

Secondly, I want to talk about its achievements outside of its parent country. As part of a long-term strategy focusing on the building of a distinguished brand, the firm invested billions of dollars to reposition itself as an industry leader, emphasizing trademark characteristics such as innovation, cutting-edge technology, and world-class design. From being on the verge of bankruptcy in 1997 during the Asian financial crisis to becoming a really world-class commercial powerhouse in recent years, Samsung has made significant strides forward.

In the third part, I discuss Samsung in Korea. Samsung, the South Korean electronics behemoth, has launched a new partnership with Kpop mega-group BTS to advertise its newest smartphones in the United States. BTS is a significant international entity in its own right, with a multitude of fans all over the globe that support the group. In exchange for this deal, Samsung will have the opportunity to reach out to a younger audience, which is a significant component of the BTS fan base.

It is important to note that Samsung will first support the band’s global contemporary art initiative, CONNECT BTS, before expanding the scope of the collaboration to encompass more initiatives. Members of BTS might appear in advertisements for Samsung products in the not-too-distant future, and it wouldn’t be surprising if this happened.

BTS is one of the most successful and well-known Kpop groups in history, with a worldwide fan base. Through the use of this band, Samsung will be able to reach a younger clientele all around the world with its goods and marketing messages.

Samsung plans to employ Korean drama implantation, with the help of k-POP Korean Wave culture boom, international Korean Wave star endorsement (BTS-Billboard Ranking of international influence). Using celebrity endorsements in advertisements and promoting a business’s identity among consumers helps marketers boost the credibility of ads and raise awareness of the brand. Any negative information about an individual celebrity, on the other hand, may have an influence on the brand that the celebrity is sponsoring if a direct tie has been created between the celebrity and the firm.

Samsung will attempt to use celebrities as part of its move to convey a Samsung lifestyle. The Korean brand and its high-end fashion concept will be deeply rooted in people’s hearts. There are several advantages to using celebrities in advertising, and the key for small companies is to make sure that the local celebrity is relevant and has a broad appeal before pursuing this strategy. Because they naturally draw a significant amount of attention, popular celebrities are often the most successful marketing tools. In spite of their massive fan audiences, celebrities are most effective when they promote products or services that they would themselves purchase or use. Another way of putting it is they must be trustworthy consumers.

In cementing the position of celebrity use as part of Samsung’s global marketing, the images of pop idols will become connected to the brand names of Korean consumer products in transnational marketing. Consumption choices may be significantly influenced by consumers’ admiration for certain celebrities, according to research. Some individuals may feel that “if it’s good enough for her, it must be good enough for me,” which is incorrect. It is common for ads for cosmetics, skincare goods, hair products, and apparel to be based on this concept as inspiration. A local celebrity’s wavy hair, for example, piques the curiosity of many consumers. Because of this, people purchase the brand of hair products that the celebrity uses to get the fullness and bounce that she has in her hair. Additionally, local consumers may be interested in sipping on the same soft drink as their favorite baseball celebrity. A local celebrity’s endorsement of a small company’s products, in essence, gives the items of the small business instant credibility.

Moving on to the multi-domestic Integrated strategy, Samsung will use transnational advertisements, ball games sponsor and so on. It is referred to as a “multi-domestic strategy” by Samsung, which refers to the practice of adopting completely different sales tactics, marketing strategies, and product portfolios depending on the specific locations in which they are operating. Rather of a single global brand that is well-known around the globe, many smaller, country-specific brands cater to the tastes and needs of local clientele. As a global brand, Samsung has two distinct advantages over its rivals when it comes to international expansion. There is a choice between a strategy that is more globally oriented (one overarching brand based in your home country, with little to no adjustments for various markets) and a model that is more locally responsive (one brand based in your home country, with little to no adjustments for various markets) (serving specific local market needs, tastes, and preferences).

In conclusion, from the current discussion, Samsung should adopt strategy-driven approach with nimble execution based on a continuum of standardization/adaptation to create consistent brand message and experiences. The use of Korean k-pop stars could be effective in the short term but prove futile in international markets in the US and China where the popularity of Korean popstars is limited.

That is my time. Thank you for listening. I will now take any questions.