Given the question that what is the second successful company in smart phone industry technologically, many would answer Samsung. With same android system, Samsung phone has a higher selling price in the market comparing with competitors like LG, Google (after buying Motorola), or HTC. There is a reasonable explanation for Samsung to become the biggest brother in Android phone industry, which is its astonishingly high investment on marketing.

According to the data in 2012, which is the prosperous year for Samsung, Galaxy S2 and Galaxy note2 refreshed previous Sales and reached 2 billion units. However, in the meanwhile, Samsung spend 40 billion dollars on advertising, which is 4 times Apple’s advertisement cost in the same year. Moreover, this Korean company spends more money on advertisement than Coca-Cola, which is known as a company whose main cost is it.

In the positive way, that cost did pay Samsung back in an appreciable amount. Additionally, I want to point out that Samsung made lots of connections and corporations with Asian TV shows, entertainment culture enterprises and celebrities, which not only increases its’ new product’s popularity in an efficient way, but also brings back respectable profit. The only thing they should consider is that is this a sustainable way to do so.