Global Repositioning of Electronics Master Brand: Foundation for Growth

Industry / Company

Korean manufacturer of electronic components such as memory chips, smart phones, tablet computers, televisions, cameras, and home appliances.


  • Company outlined 10-year plan to shrug off image as a budget brand and to become the world’s largest consumer electronics manufacturer.
  • Establishing a new Brand Positioning was a wicked challenge given: (1)wide range of Categories in which Brand competed; (2)very different customer requirements and competitors across the different categories; and (3)global Brand with different customer and competitor landscapes in different markets; and (4)little historical brand equity to leverage.


  • Working in close collaboration with the Global CMO and a broad Leadership Team, we created a winning positioning for the Brand and then translated it into specific positionings for each of the company’s product categories.
  • Played a key role in enrolling a large and diverse leadership group behind key choices and enabling activation.


Brand Repositioning has contributed to becoming the world’s largest manufacturer of consumer electronics and achieving a market cap in the hundreds of billions.

  • World’s largest manufacturer of mobile phones and smart phones
  • Leading vendor of tablet computers
  • World’s largest TV manufacturer
  • World’s largest memory chips manufacturer
  • World’s largest semiconductor chip maker

Client Feedback

“We now have a master brand positioning we can take forward and Chief Marketing Officer has very positively bought into the core idea and insight of our lead option. I wanted to express how much I appreciate what we were able to accomplish together – we have come so far in such a short time. Thank you for your great partnership and expertise.”

Senior Vice President, Marketing