Samsung Newsroom: Excellence in brand journalism

Samsung, the technology company, created a blog platform with a variety of content types in order to showcase its products and company culture in South Korea.

Campaign details

Advertiser: Samsung ElectronicsBrand: Samsung ElectronicsAgency: Edelman KoreaCountry: South Korea

Situation analysis

Over the past few years, Samsung Electronics has moved up and down the ranks of the world's top brands and most admired companies. Regardless of its position, however, most consumers have reported that they associate the brand with its products and financial performance, rather than who Samsung is, why the company does what it does, and how it is solving a larger challenge.

For example, in 2014, only 30% of Americans felt that Samsung...

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