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Brand information

Samsung is a global brand that is recognized around the world.

Allen J. Adamson, Chairman at brand experience firm Landor Associates, says that Samasung’s struggle with Samsung tablets highlights how even successful brands can stumble if they don't innovate.

He says "What we have seen happen in recent years in terms of companies establishing another eureka moment-creating and inheriting their category-is less likely to continue." Samsung articulated this best with the full takeover of Mobile division by a 3rd party in the very early days of Galaxy S1 for instance which historically other Korean stakeholders were known for resisting leading to an unwieldy set of financial reporting lines to shareholders.

This causes problems internally over ability to coordinate/cordon off marketspace assets from business unit to business