Samsung is mulling ditching Galaxy for a new brand name for its premium phones
It is common knowledge that Samsung's naming scheme for its smartphones is a mess. Even after it attempted to clean it up some years ago by merging all of its non-flagship series under the Galaxy A umbrella, it has returned to its previous state. However, a new report says Samsung is considering a big change to how it names its smartphones, but this time specifically for its premium devices.
According to the Korean publication, E-Today, Samsung is reported to have carried out an internal study to create a new brand name separate from the Galaxy brand name it currently uses for all of its mobile devices. The idea is to create a separate brand similar to how car companies have a luxury brand different from their standard brand. Two examples are Hyundai which has Genesis as its luxury car brand and Toyota which has Lexus as its luxury car brand.
By creating a separate brand for its premium devices, Samsung believes it will have a better chance against main rival, Apple, whose iPhones are synonymous with premium. Samsung is reportedly struggling against Apple both in the US and in its home country of South Korea, particularly among the younger demographic who prefer iPhones.
While Samsung is aware that it needs a new brand for its mobile phones, there are also factors to consider such as the marketing costs associated with pushing a new brand to the public and how they will respond to it.
Notwithstanding, Samsung won't be the first phone company with multiple brands. A handful of Chinese phone companies including Xiaomi and Transsion Holdings (Tecno, Infinix, iTel) have multiple phone brands that cater to different segments.