Innovation drives Samsung's brand recovery

Stephen Whiteside

Samsung's ascendant brand was plunged into peril in late 2016, with the news that several of its Note 7 smartphones had caught on fire.

This device was launched in August, priced at more than $800. By mid-October, though, production had been halted, and all handsets were recalled. And, in between those dates, Samsung had tried to replace these gadgets for newer alternatives, only for the same issue to reoccur.

While the company is undertaking an "intensive" investigation into the problems, the warning signs for its brand were clear:

  • "Note 7's Death Leaves Samsung's Brand at Risk" (Bloomberg)
  • "The Galaxy Note 7 is Dead. Samsung Now Has to Save Its Reputation" (Recode)
  • "Samsung Sacrificed the Note 7 to Save the Company" (Time)
  • "Galaxy Note 7, RIP. Samsung, You've Got to Rebuild The Trust" (CNET)