✺ Portfolio 2023

Samsung Semiconductor
Brand Launching Strategy Consulting

Strategy Planning
Samsung Electronics

Why does a semiconductor company, a traditional B2B manufacture business, is investing in Branding?

Samsung Electronics, Semiconductor Division
Professional, Collaborative
Scope of Work
Project Management, Strategy Consulting
As a project/account manager, I managed the project team and resources and mitigated any risks or issues that arose during the project lifecycle. I collaborated with clients to identify their needs, developed and implemented action strategies, and oversaw the entire project development cycle from proposal to delivery.


As technology extremely advances, the speed of technological development of leading companies is getting inevitably slowing down. This means that the pace of the follower's chasing increases.

Due to intensifying competition in ultra-fine processes, astronomical facility investment costs and time are essential even for subtle technological advancement.

As the level of technological development in the semiconductor production process reaches a certain level, the speed of technological development is significantly decreasing.

The hegemony war over the global semiconductor industry is intensifying.


A. There is a limit to maintaining technological superiority and market share in the long term only with R&D investment.

B. Due to the industrial structure of Samsung's semiconductor sector, each business sector is thoroughly divided. As a result, Samsung has not created any integrated synergy as a semiconductor company.


Across industries, power is shifting from business to consumers. B2B4C is the new reality.

Although the semiconductor industry is a B2B industry, it is transforming into a market where end consumers influence the B2B decision-making process. This is because consumers are not only considering the specifications of electronic devices, but also developing preferences for semiconductor chips. This requires B2B companies to evolve from suppliers to strategic partners to indispensable allies for their customers and end consumers.

"In today’s interconnected, global, real-time marketplace, the classic conception of B2B Marketing is dead."


The strategic solution was derived that aims to elevate Samsung Semiconductor's brand identity and secure a thought leadership position in the industry by developing a comprehensive branding and communication strategy.

This strategy moved away from the traditional focus on immediate technological advancement and market share and instead focused on driving the industry paradigm. The action plans that were implemented established Samsung Semiconductor as a leader in the market and created a solid brand asset that could be leveraged for future growth.In addition to the branding strategy, the project unified Samsung Semiconductor's three subsidiary business areas (System, Foundation, and Memory) within the division under a single master branding strategy. This enabled Samsung Semiconductor to present a consistent brand image to its customers and stakeholders and positioned itself as a leader in the industry.

As this is still an on going project, details cannot be disclosed.