Samsung is reportedly considering a major shift in its branding strategy to better compete with Apple’s iPhone in the premium smartphone market. According to South Korean publication E-Today, industry insiders say the tech giant is looking into launching a new high-end brand designed to attract affluent customers and enhance its overall image. Why Change Is Needed Since 2009, Samsung has branded all its smartphones under the ‘Galaxy’ name, covering a wide range from budget-friendly models to top-tier devices.
While this broad approach has helped Samsung achieve widespread recognition, it may have diluted the perception of its premium offerings. Despite leading in global smartphone shipments, Samsung has struggled to gain a solid footing in the lucrative premium segment, where Apple's iPhone continues to excel. Galaxy, shmalaxy — Samsung could be considering some new smartphone branding https://t.
co/AURFai3X4p — Android Authority (@AndroidAuth) October 29, 2024 The inspiration for this potential rebranding draws from Hyundai’s success with Genesis, its luxury vehicle line. Launched in 2015, Genesis quickly established itself as a premier brand, enhancing Hyundai’s market reputation and profitability. Samsung hopes to mirror this success in the smartphone arena.
Insights from Leadership At CES 2024 in Las Vegas, Samsung’s Global Marketing Head, Lee Young-hee, hinted at this possible transformation. She noted that the extensive Galaxy lineup, including everything.
