...Brand guide Version 1.0 This book presents a new brand strategy for Samsung: — who we serve, — what we stand for, and — how we communicate our value. It begins by painting a clearer picture of our core consumer, then defines a new brand platform that will help us build a more powerful emotional connection with this target. Finally, it provides the visual and verbal elements we need to bring our brand story to life. Think of this book as a user’s manual for our brand. It will help all of us make Samsung a more powerful global icon. This document is intended for Samsung internal purposes only. The information contained herein is proprietary and confidential. Any use, copying, retention or disclosure by any person other than the intended recipient or the intended recipient’s designees is strictly prohibited. © 2008, Samsung Electronics Co. Table of contents 1 New brand platform 19 Bringing the brand to life 93 Applications 121 Appendix New brand platform 2 Global brand objective 3 Brand target 4 Target profiles 10 Brand equity pyramid 12 Brand equity 14 Interpretation of brand personalities Global brand objective The Samsung brand has come a long way in a short time. Our first focus was to build brand awareness worldwide. We succeeded by making Samsung one of the best known brands in any category. In the following years, our task was to build our premium quality, to help drive preference against competing...
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