Samsung’s newly appointed head of brand management, Max Bonpain, has revealed the company will focus on music and sport in 2008, in an attempt to make Samsung the most desirable mobile brand to consumers.
Bonpain’s newly created role will involve maximising Samsung’s largest sponsorship deals, which include relationships with the 2012 Olympic Games and Chelsea Football Club.
Bonpain, who previously worked as a managing consultant within IBM’s global business services division, will be responsible for PR, events and sponsorship across all of Samsung’s products.
He said: ‘My goal is to drive brand preference. We want to bring more customers into stores thinking about Samsung, not Nokia or Sony, and that’s my job. Sport is a big tool to do that, and that will involve Chelsea and the Olympics. Music is also an important area that we will be using - so they will be the main areas to get people to interact with the brand. Obviously not all products will be focused on these areas, for example we have advanced camera phones, but music and sport are key in terms of brand recognition.’
The creation of the role represents an extension of Samsung’s marketing structure. Bonpain will report to chief marketing officer, Anthony Marsella, who also joined Samsung from IBM last year.