Samsung Electronics has recently been recognised as one of the top five best global brands of 2022 by Interbrand, a global brand consultancy, registering double-digit growth in brand value for two consecutive years. According to Interbrand, Samsung's brand value was evaluated for $87.7 billion – up by 17 percent compared to last year's growth which stood at $74.6 billion in 2021. With this, the company has been able to make it into the top five for three years in a row. Every year, Interbrand announces the names of the best global brands, taking into account several factors, including the financial performance of the company, the influence of the brand on customer purchases and brand competitiveness. read more: Samsung's 10 innovations at the cutting edge of smartphone technologies This year, Interbrand noted Samsung Electronics' "continuous efforts to restore its financial performance to near pre-pandemic levels and innovate products for enhanced customer experience." Other factors as contributing factors to Samsung's success include the creation of "the Device eXperience Division to increase synergy and provide a seamless experience to customers, the launching of the Customer eXperience-Multi Device Experience Center to strengthen its multi-device connection experience, integration of the SmartThings across its product categories for an inclusive ecosystem and a multi-device experience, introduction of Samsung's Future Generation Lab and development of advanced technologies such as artificial intelligence (AI), 5G, automotive and robotics." Also, Samsung was ranked as the No. 1 mobile handset brand in Bangladesh, consecutively for four years, by the only local Brand Equity study available in Bangladesh, conducted by Bangladesh Brand Forum. The company in a statement said it is also playing the lead role in marketing top-notch consumer electronics items, such as TV, refrigerators, washing machines, microwave ovens and air conditioners.