Samsung Brand Gains 30 Pct in Value in 1 Year
By Kim Sung-jin
Staff Reporter
Samsung¡¯s brand value skyrocketed 30 percent in just a year, the largest gain in brand
value in the world, even as prominent names like Intel, Nokia and Ericsson saw theirs
plummet.
Riding on its increasing prominence in the global marketplace, the Korean chaebol plans
to pull up its brand value to $15 billion within three years.
According to BusinessWeek, Samsung posted a stunning 30 percent increase in brand
value to $8.3 billion (roughly 10 trillion won) this year from $6.4 billion in 2001.
Samsung was the only Korean conglomerate included in the list of the 100 top brands in
the world.
Especially, Samsung¡¯s feat is considered stellar as 2002 was ``a tough year for
enterprises to build a brand or defend one against the corrosive effects of a bear
market, financial scandals, and shifting consumer priorities,¡¯¡¯ where the value of its rival
telecom brands, Nokia (6th) and Ericsson (71st), declined 14 percent and 49 percent,
respectively, according to BusinessWeek.
The world¡¯s largest business magazine analyzed that Samsung ``revved up brand value
with brilliant product design an arresting marketing.¡¯¡¯
BusinessWeek, teaming up with Interbrand, a leading brand consultancy and a unit of
the Omnicom Group, published the top 100 rankings for The World¡¯s Most Valuable
Brands in its Aug. 5 issue.
Interbrand¡¯s brand value is calculated as the net present value of the earnings that the
brand is expected to generate and secure in the future. Interbrand¡¯s list identifies the
100 most valuable global brands with a value greater than $1 billion.
``In a category of largely undifferentiated brands, Samsung has excelled at delivering
superior product design, and has effectively communicated with customers in a
brand-focused way,¡¯¡¯ said Interbrand CEO Chuck Brymer.
Samsung¡¯s brand value ranking rose eight notches from last year to 34th this year,
outpacing Nike at 35th ($7.72 billion), Louis Vuitton at 41st ($7.05 billion), Canon at
42nd ($6.72 billion), Pepsi at 45th(6.39 billion) and Harley-Davidson at 46th (6.27
billion).
Especially, of the world-famous brands that are in the beleaguered telecommunications,
consumer electronics and semiconductor sectors, Apple (50th), Philips (60th), Yahoo!
(67th) and Motorola (74th) were relegated ranks lower than that of Samsung.
Toyota of Japan topped the list among Asian companies with its brand value reaching
$19.45 billion, followed by Honda (18th, $15.06 billion), Sony (21st, $13.9 billion) and
Nintendo (32nd, $9.22 billion).
Coca-Cola retained its No. 1 position, reconfirming that consumer product brands tend
to hold their own in a recession.
Rounding out the top 10 were Microsoft ($64.09 billion), IBM ($51.19 billion), GE
($41.31 billion), Intel ($30.86 billion), Nokia ($29.97 billion), Disney ($29.26 billion),
McDonald¡¯s ($26.38 billion), Marlboro ($24.15 billion) and Mercedes ($21.01 billion).
Meanwhile, the Korea Productivity Center, affiliated with the Ministry of Commerce,
Industry and Energy, said yesterday its brand value survey showed that Samsung
Electronics¡¯ mobile handset brand Anycall¡¯s value amounted to $1.7 billion (2.38 trillion
won), nearly four times the $400 million (524.4 billion won) in 1998.
sjkim@koreatimes.co.kr
ÀԷ½ð£ 2002/07/28 17:41
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