Samsung is taking an aggressive approach to its products and offerings. It is constantly working on improving its technology to better compete with others in the smartphone industry. The company is said to be contemplating a new branding strategy that could mark a significant evolution from its classic approach. It is said to be considering moving away from the Galaxy branding for its flagship phones, which has been there since 2009, in an attempt to create a distinct identity.
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Samsung might drop its Galaxy branding for its premium phones and is aiming to revamp the brand identity
When it comes to Samsung’s Galaxy lineup, the company is best known for its flagship models. However, the past year has seen the competition intensify. This year, the lineup of products did not manage to leave a lasting impression on users, who were rather left dismayed by the lack of innovation for the Galaxy Z Fold 6 and Z Flip 6 models that rolled out in July.
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The South Korean tech giant did not hold back from accepting their shortcomings. It even extended an apology and started developing other products to make up for it. It seems that the company will not stop here when it comes to rebuilding the brand, as a report by E-Today shared by a South Korean publication mentioned that Samsung is considering dropping the Galaxy branding for its top-of-the-line smartphones and most likely would include the S-series as well as Z-series.
Samsung’s shift in branding approach is to build a more premium image for its top-tier devices and put them in a better position to compete with Apple and Google’s flagship models. It is not just Samsung that is putting more head on its high-end products to appear more premium. This seems to be an overall trend in the industry where the focus is on building a strong brand identity that resonates with users, especially for the premium models.
The report points towards the discussions regarding a pivoting in a new direction that has been ongoing in the company for a year now. The Head of Global Marketing at Samsung, Lee Young-hee, at CES 2024 said:
Galaxy has so many lineups that I understand people are expecting a new name when there is an innovative turning point.
Given that the Galaxy branding has an array of devices under it, this move does seem important for the premium devices to truly stand out. While many factors would need to be considered before undergoing this change, it could be a game changer for the company.