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The case explores Samsung''s brand building initiatives for transforming itself into a global brand. The company''s product initiatives and advertising campaigns for boosting its brand image worldwide are described in detail. The case also explains the steps taken by Samsung to consolidate its presence in global markets. The case concludes with an analysis of Samsung''s position in the consumer electronics market vis-a- vis Sony. The case is designed to help students analyse Samsung''s global marketing initiatives. The case should help students develop a general understanding of: (1) the marketing strategies adopted by a company aspiring to become a global brand; (2) the factors that must be taken into account when a domestic company wants to undertake global brand building initiatives; (3) the role of advertising in brand building across the globe; and (4) the way in which an original equipment manufacturer (OEM) supplier can transform itself into a global brand. The case is intended for MBA/PGDBM level students as part of the marketing curriculum. The teaching note does not contain an analysis of the case.