3 weeks ago
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According to reports out of Korea, Samsung is exploring a new branding play for its Android smartphones that would be in addition to its iconic “Galaxy” name.
A report from E-Today (via @Jukanlosreve) reveals that Samsung is starting to explore a new branding initiative that would see the company sell premium smartphones under a brand other than “Galaxy.”
The logic behind this would be to separate the company’s “innovative turning point[s].”
Samsung’s Lee Young-hee said earlier this year that “Galaxy has so many lineups that I understand people are expecting a new name when there is an innovative turning point.” The idea of a new branding for premium devices would allow for that split, which is compared to Hyundai’s spin-off Genisis, which is used for premium vehicles.
The “Galaxy” name is an iconic part of not just Samsung, but the smartphone market as a whole at this point, but in light of the changing market and the struggle of competing with iPhone in the US in particular, it’s not hard to see why Samsung would be exploring a new branding option.
More on Samsung:
- Samsung’s Android 15 update won’t force you to split notifications and Quick Settings
- Wear OS 5 update is finally ready for Galaxy Watch as beta ends
- Samsung rolling out October 2024 update to these Galaxy devices
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