Samsung strengthened its ranking as the best in the mobile and TV by delivering new technologically advanced products such as the Galaxy S4, Galaxy Note 3, and the world's first curved UHD TV Samsung also created a new market with the launch of the inge- nious wearable device, the Galaxy Gear. In addition, the company is leading the market in one-of-a-kind household appliances. Samsung's objective is to become one of the top five global brands by 2020. To achieve this vision, Samsung has refreshed its brand strategy: "Accelerating Discoveries and Possibilities." This reflects the philosophy of a global brand aiming to meet current consumer demand Regional and local Samsung subsidiaries began to make a strong impression on their customer base with localized consumer-centric marketing activities. Subsidiaries in Europe, for instance, were some of the first in Samsung Electronics to identify and carry out cultural marketing based around different local "passion points." As the name suggests, the term refers to any commodity that consumers relate to and which generates excitement. Sports, the fine arts, music, cinema, politics, and religion are all topical passion points.