Samsung Prepares to Say Goodbye to Galaxy? A New Brand May Be Coming for High-End Smartphones

Samsung Prepares to Say Goodbye to Galaxy? A New Brand May Be Coming for High-End SmartphonesRecently, Samsung launched its second foldable phone, Galaxy Z Fold 6 special edition, in Korea and China. However, the release of this phone might be more than just a simple product update; it could signal a significant shift in Samsung's phone branding strategy

Samsung Prepares to Say Goodbye to Galaxy? A New Brand May Be Coming for High-End Smartphones

Recently, Samsung launched its second foldable phone, Galaxy Z Fold 6 special edition, in Korea and China. However, the release of this phone might be more than just a simple product update; it could signal a significant shift in Samsung's phone branding strategy.

According to South Korean media outlet E-Today, Samsung is considering abandoning the "Galaxy" brand for its high-end smartphones in favor of a completely new brand. This news has generated widespread attention, as "Galaxy" has become synonymous with Samsung smartphones, encompassing all product lines from entry-level to high-end.

Samsung currently uses the "Galaxy" brand to encompass all its smartphones, smartwatches, and tablets. Although the company employs different naming conventions, such as A series, S series, Z series, etc., to differentiate premium products from budget-friendly ones, they all fall under the "Galaxy" brand umbrella.

Samsung appears to be seeking to enhance the perception of its high-end smartphones by shedding the "Galaxy" brand and distinguishing them from other products. The report also mentions that Samsung is "exploring various ideas to change or add to smartphone brands, as well as the pros and cons of launching a new brand."

Lee Yong-hee, Samsung Electronics' Global Marketing Executive, also hinted at the company's plan during CES 2024 in Las Vegas this year. He stated, "Galaxy has so many product lines, and I know people are looking forward to having a new name when there's a turning point in innovation." His remarks suggest that Samsung is seriously considering introducing a new brand for future smartphones.

In recent years, brands like Hyundai have achieved success by launching luxury brands like Genesis. Samsung likely hopes to replicate this success by establishing a new high-end brand. This new brand would better highlight the unique positioning and technological advantages of Samsung's premium phones, attracting more consumers who value quality and tech-driven innovation.

While Samsung has not officially announced the new brand name, the news has already sparked considerable interest within the industry. It remains to be seen how Samsung's evolving phone branding strategy will impact the market landscape in the future.