Samsung is reportedly contemplating a major transformation in its branding strategy to enhance its competitiveness against Apple’s iPhone in the premium smartphone sector, according to the South Korean publication E-Today. Also Read: Apple's investment issues lead to iPhone 16 ban in this country Galaxy, shmalaxy — Samsung could be considering some new smartphone branding https://t.co/AURFai3X4p — Android Authority (@AndroidAuth) October 29, 2024 Industry experts indicate that the technology leader is considering the introduction of a new high-end brand, with the objective of improving its image and attracting a wealthier clientele.
Since 2009, Samsung has utilized the ‘Galaxy’ brand for its entire smartphone range, encompassing both budget models and flagship devices. However, this broad branding strategy may have diminished the premium perception of its highest-end products. Despite leading in global smartphone shipments, Samsung has faced challenges in securing its position within the lucrative premium market, where Apple’s iPhone dominates.
The concept of a new brand draws inspiration from Hyundai’s success with its luxury vehicle line, Genesis. Launched in 2015, Genesis quickly became a prominent premium brand, significantly enhancing Hyundai’s market reputation and profitability. Samsung aims to replicate this achievement within the smartphone sector.
At CES 2024 in Las Vegas, Samsung’s Global Marketing Head, Lee Young-hee, alluded to this potential re.
