Samsung looks forward to debuting a new premium brand that will compete with Apple’s iPhone and fascinate more affluent customers.
Samsung, for so long, has still stuck to the same and only branding ‘Galaxy’ for its all smartphones and tablets. Even the devices from the chip range to the most premium ones are all under the same branding, Galaxy, with specific series and names.
Now for a new change and to compete with Apple’s iPhone and attract more affluent customers, Samsung is considering launching a new high-end brand. According to the report, Samsung is inspired by Hyundai’s success with Genesis, its luxury vehicle line, and is planning a similar strategy for its smartphones.
They are exploring a new high-end brand to differentiate their premium devices from the broader Galaxy lineup and enhance their premium image. At the CES 2024 in Las Vegas, the Global Marketing Head at Samsung, Lee Young-hee, hinted at this possible rebranding and suggested that the company is concerned that the wide range of Galaxy devices, including budget-friendly options, might dilute the premium image of their flagship phones.
Samsung is concerned about losing young consumers to Apple’s iPhone, especially in markets such as the US and South Korea. Currently, there are no details regarding what will be the new branding the company will go with if the report comes true. However, Samsung has yet to release its official statement regarding this report, and it remains to see whether the report will come into existence.
