| 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 |
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| Titel | Imagine |
| Agentur | Berlin Cameron |
| Kampagne | Imagine |
| Werbende | Samsung |
| Marke | Samsung |
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| Posted | September 2008 |
| Geschäftsbereich | Nur für Abonnenten |
| Story | Nur für Abonnenten |
| Medientyp | Case Study |
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