Samsung is considering launching a new brand of high-end smartphones that could coexist with or even completely replace its iconic “Galaxy” brand, according to Korean media E-Today. A decision that could have serious consequences in the event of an error.

A matter far from trivial

This initiative of rebranding would aim to draw a clearer distinction between the Korean giant’s high-end devices and its more affordable options. Currently, the “Galaxy” brand is used very widely across Samsung’s product range, from the entry-level Galaxy A and M models for less than €200, up to the foldable Galaxy S and Galaxy Z models, which can exceed €2,000.

Samsung could abandon the Galaxy brand

Analysts believe that this improper use taints the high-end image of Samsung’s flagship models. When consumers associate the Galaxy name with both budget and premium models, it may be more difficult for Samsung to position its iconic models against Apple’s iPhone.

Samsung’s global marketing head Lee Young-hee hinted at CES 2024 that a rebranding was possible, saying: “Galaxy has so many lines that I understand people expect a new name when there is an innovative turn. »

While it’s not yet clear what Samsung considers this “turning point,” a rebranding of the world’s largest phone fleet would likely require a considerable marketing investment. This initiative comes as Samsung faces growing competition from Apple in the local premium sector, particularly among young consumers. A recent survey of Gallup Korea found that 64% of South Koreans in their 20s, and 75% of women in that age group, use iPhones, highlighting the challenge for Samsung.

Observers compare this potential strategy to Hyundai’s successful launch of the Genesis luxury brand in 2015, which helped the automaker improve its image and profitability. Others before him had achieved this, like Toyota with Lexus. In another sector, Decathlon has followed the same trajectory with its bicycle brands, creating several distinct names including Van Rysel at the top. The company is even considering creating specific stores, without the Decathlon brand.

Do you think a new name can be useful to Samsung in the premium race? I would rather suggest an in-house OS, instead of Android….

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