Samsung Electronics challenges the world's top ten brand by the end of next year, planning to raise its brand value to US$ 30 billion twice as much as current value in 2010, when its global brand campaign "Imagine" is to be completed. According to the related industry, Samsung Electronics, in cooperation with domestic Cheil Communications and worldwide advertising companies of WPP and Publicis, has conducted its global brand campaign "Imagine" on a full-scale basis in 80 countries all over the world, which will last by 2010. This plan includes the strategy to develop such mainstream products as Anycall and digital TV as a "global best" brand. Accordingly, it is reported that the company has already decided to double its budget of last year's US$ 200 million. Also, it is making efforts to extend its brand campaign to the emerging markets including China and India. Until now it has put emphasis on the North America and European markets. Last year, the brand survey specialist Interbrand has revealed that Samsung Electronics has overtaken Sony of Japan (28th in ranking, brand value of US$ 10.9 billion), by raising its brand value to US$ 14.9 billion (20th in ranking).