Samsung Electronics today was recognized by Interbrand, a global brand consultancy, as

one of the top five in the Best Global Brands 2022. Each year, Interbrand announces the
world’s top 100 brands, and Samsung’s brand value was evaluated for USD 87.7 billion,
which represents 17% growth compared to USD 74.6 billion in 2021, ranking the company
in fifth place for three years in a row.

The achievement was based on Samsung’s restored financial performance, which is now
near pre-pandemic levels, and higher demand for memory due to an increase in data usage.
In 2021, Samsung scored a brand value growth of 20% compared to 2020 and this year,
continues the double-digit growth. Samsung first entered the top 10 list in 2012, placing in
ninth position, and has managed to rise in the chart each year, reaching sixth place in 2017
and fifth place in 2020.

“Samsung Electronics was able to record two consecutive years of double-digit growth in
brand value, all thanks to the support from our global customers,” said YH Lee, Executive
Vice President and Chief Marketing Officer of Samsung Electronics. “In return, the entire
company will work together as a team to provide a better and more satisfying customer
experience.”

Samsung’s Recognized Efforts in Each Product Division for a Better Customer Experience
Mobile

 Camera innovation of Galaxy S22 series based on customers’ insights, and

Nightography campaign rollout Cementing leadership in the foldable mobile phone
category
 Partnership with Google and Microsoft to strengthen users’ connected experience
 Respecting the value of user security and privacy through Samsung Knox

Network

 Pioneering network innovation path in virtualization and openness with large-scale

commercial experiences
 Driving 5G industry with its market-leading 5G portfolio from RAN and Core to
automation tools
 Realizing the ESG commitment through intelligent network solutions for energy
efficiency

Visual Display

 Continuing innovation of premium TVs, including Micro LED, the Neo QLED 8K/4K
 Strengthening its product portfolio based on customers’ lifestyle, such as The Frame,
The Freestyle
 Providing new gaming experiences to consumers, including the Samsung Gaming Hub
and the Odyssey Ark

Home Appliances

 Expanding Bespoke product categories beyond kitchen to entire home including

clothing care, floor care and air care
 Delivering sustainability values through its products (achieving high level of energy
saving rate for major products, guaranteed warranties for digital inverter compressor,
reduced microplastic emission from washing machines in collaboration with
Patagonia)
 Creating excitement among Bespoke fans through participation-focused online and
offline campaigns

Semiconductor

 Investing in next-generation technologies and production capabilities to ensure stable

supplies for cutting-edge applications (constructing new $17B manufacturing line in
Texas, KRW 20-trillion R&D complex in Giheung)
 Delivering industry-leading semiconductor innovations that enhance product
performance and energy efficiency (industry’s first 3nm GAA mass production)
 Developing innovative memory solutions to address the explosive growth of data-
intensive tasks in areas such as AI and ML (CXL memory, HBM-PIM, second-
generation SmartSSD), and expanding strategic partnerships to tackle new industry
challenges
 Pushing boundaries of logic solutions that can offer enhanced user experiences and
new opportunities (5G Exynos Modem, Exynos 2200, 200MP ISOCELL HP3)

Innovations from Samsung

Let’s dive into the innovations and trends shaping the Samsung brand in 2023.

The future is foldable

Half of US consumers are either very (16%) or somewhat (34%) interested in buying a
foldable phone as their next device according to CNET, and Samsung is the first-mover in
this cutting edge technology. In 2019, Samsung released the Galaxy Z series which is where
all of its foldables live, including the 2022 Fold 4 and Flip 4 and whatever big releases will
come in 2023.

Samsung remains invested in chip production

Many large chip manufacturers have begun scaling back their chip production amid falling
demand and an abundance of chips already in the ecosystem. On the contrary, Samsung plans
to increase chip production at its largest semiconductor plant, P3 factory in Pyeongtaek, in
2023. This means when demand for chips recovers, Samsung will be ahead in performance
capabilities and will be able to take a big portion of market share.
Galaxy Upcycling at Home is Giving Old Phones New Life

As part of Samsung’s devotion to creating a circular economy, we have plans to expand our
award-winning Galaxy Upcycling program, which lengthens product lifecycles and reduces
waste. In the past, Galaxy Upcycling has resulted in the conversion of smartphones into
medical devices capable of screening for eye disease in Vietnam. Now, with Galaxy
Upcycling at Home, consumers will be able to repurpose older Galaxy phones by turning
them into a variety of convenient in-home IoT (Internet of Things) devices via a simple
software update.

SUGGESTIONS TO MAKE CHANGES IN MARKETING PROGRAM OF

SAMSUNG

1. Cut back on the number of models

Samsung wants to provide a wide range of devices to appeal to every consumer possible. Its
smartphones touch all different screen sizes and prices, and that's something that has helped it
become the biggest mobile phone vendor in the world. But it has gone a little overboard. It's
one thing to give consumers choice; it's something else entirely to create so many models that
both retailers and consumers have difficulty telling them apart.

2. Focus more on software and services

When Samsung needs a hit, it leans on its core strength: Hardware. Samsung has long been at
the forefront of the mobile market when it comes to cramming tech into its devices. Its
phones tend to use the fastest processors and brightest screens, as well as incorporate novel,
high-tech features such as curved displays.

3. Figure out its end goal

When it comes to growth, the low end is where it's at. But that's also where competition is
harshest. Samsung said that more than 50 percent of its smartphone units will come from the
low end in 2015. In the third quarter, the company's profits tumbled in part because it sold
more cheap smartphones than pricey devices. It also said it plans to go head-to-head with its
rivals in inexpensive phones.

4. Move faster but don't panic

Samsung prides itself on how quickly it can roll out products. Its first smartwatch, the Galaxy
Gear, came together in about a year. By comparison, Apple has been working on its
smartwatch, named the Apple Watch, for more than three years and won't start selling it until
sometime in 2015.