Samsung translates to “three stars” in Korean, a name selected by its founder Lee Byung-chul because he wanted the company to shine brightly and stand out among the competition.
And today, Samsung’s stellar reputation continues, writes Polly Hopkins, managing director of Futurebrand London.
The world’s largest smartphone maker has become the world’s top brand. Samsung has just been named the best global brand for 2025, according to research from YouGov.
Over the past decade, Samsung has consistently ranked in the top 15 brands of the FutureBrand Index, which reorders the PwC list of Top 100 companies by market cap, assessing each organisation for brand strength by measuring against key attributes across both experience and purpose. In 2024, Samsung reached the number one ranking for the first time.
So, what’s behind Samsung’s enduring success?
Consistency
Samsung is a master of consistency. The brand has successfully weathered storms such as the global pandemic and the economic downturn while staying true to its values.
It has managed to evolve without compromising on its mission “to help people achieve the impossible”. Samsung recognizes that even small decisions that don’t align with your brand story accumulate and devalue it over time.
Samsung maintains a unique, engaging narrative across its communications, branding and marketing. The importance of maintaining a compelling story cannot be overstated. A unique narrative and tone can enable brands to stay top-of-mind in a fast-paced world.
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Emotional Connections
Samsung’s reputation for innovation, quality and design is a solid foundation for future success. It also manages to marry innovation with value, from folding screens, to touchscreens, and a dizzying array of TVs to suit a variety of budgets.
Crucially, the brand excels in creating emotional connections, offering seamless and engaging experiences that resonate with consumers. By continually innovating while maintaining consistency, Samsung has built a loyal customer base and a reputable brand image.
Strategy
Powered by a clear sense of purpose, the most successful brands evolve strategies continuously to deliver on both brand promise and experience, staying ahead of inevitable market shifts by connecting purpose and experience.
As Jeff Bezos rightly points out: “You can build a business strategy around the things that are stable in time.”
In an industry often distracted by the latest ‘shiny new toy, ’ it’s worth reflecting on what remains unchanged: the human values and truths around which the very strongest brands are built.
Brands like Samsung are masters at this tightrope, but it remains a balancing act requiring the utmost precision.
It’s never easy, but one thing is clear, remaining true to your core vision while adapting to the times is the defining hallmark of the brands shaping the future.
