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Samsung's "TOP" Road
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... Samsung's "TOP" Road According to the global brand scoreboard of 2004 from Interbrand, Samsung, the Korean based electronics brand, has boosted its profile and being listed as 21st valuable brands in the world. Its brand value surged by 16% to 12.5 billion US dollars compared to the figure in 2003 which is 10.8 billion US dollar. (Simon, 2004) It becomes the world's leading brand in electronics and digital industry. This achievement is closely related to its sponsorship strategies. Samsung associate its name to the "TOP" plan, which is "The Olympic Partner" plan. It is a plan which leads Samsung to be the top brand in the world. However, there are many other programs to support Samsung's sponsorship strategy. Without these strategies the "TOP" plan will not have such effectiveness and efficiency. Samsung's philosophy is "devote our human resources and technology to create superior products and services, thereby contributing to a better global
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