Samsung pictures itself as the appliance king

01/10/2014 | Bloomberg Businessweek

Samsung Electronics is the fastest-growing appliance manufacturer in the U.S. and wants to become the world's largest by 2015. Samsung spent about $29.1 million on appliance ads in 2012, according to Kantar Media, but spent $600 million overall, which likely gives it a significant boost in consumer recognition. "They have terrific brand awareness, and smartphones help with that. People come in looking for Samsung," said Home Depot Vice President for Appliance Merchandising Bob Baird.

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