While the rapid rise of Samsung Electronics’ brand equity over the past 10 years has beenwidely attributed to the Samsung’s New Management drive initiated by Chairman Lee KunHee, one can find little, if any, mention of brand in the remarks made by Chairman Lee at thebeginning of the New Management drive. Hence it is meaningful to investigate the relationshipbetween Samsung’s New Management and Samsung Electronics’ brand-centered managementin the 20th anniversary of New Management. This article discusses how Samsung Electronics’brand-centered management relates to New Management, how it has unfolded over the pastdecade, what factors contributed to its success, and concludes with observations and suggestionsas to what lies ahead Samsung Electronics’ brand-centered management.