At one time, Samsung's own vice chairman Yun Jong Yong described the company as "the most successful brand with no image." Clearly this was to change.

A global television and print campaign was created by Berlin Cameron United to show how Samsung products could inspire consumers to imagine and create a better life for themselves. With the "Imagine" campaign, Samsung needed its brand culture to translate across many different national cultures globally. Print ads achieved this through a sleek design which remained consistent through translation and fostered Samsung's premium image, and the TV spots were created to allow for easy adaptation in various markets.

Interbrand, a consultancy which measures brand values, currently ranks Samsung in 21st position globally i
TitleImagine
Agency
Campaign Imagine
Advertiser Samsung
Brand Samsung

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PostedSeptember 2008
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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