Important points
- Samsung is considering discontinuing its Galaxy brand of premium devices. Although not hinted at, this could include the S and Z series.
- The changes are aimed at establishing a premium brand image for Samsung’s top-of-the-line smartphones and foldable devices.
- Samsung believes that the Galaxy brand has been applied to a wide range of devices (Z, S, A, M, F series), diluting the perceived quality of its premium products.
Samsung smartphones are losing their identity, figuratively and literally. The brand, once a fan favorite for the South Korean tech giant’s innovation, left a bit of a sour taste in fans’ mouths in July of this year when it unveiled a product lineup that wasn’t all that different from its predecessor. The surprising similarity is that AirPodsThe Galaxy Buds 3, Buds 3 Pro, and Galaxy Watch Ultra and their Apple counterparts seem to have been a turning point for fans.
The tech giant appears to have realized its mistake and even apologized to customers, employees and shareholders earlier this month. “We will rebuild the traditional organizational culture of trust and communication. If we discover problems on the ground, we will bring them to light and passionately discuss improvements. Especially with our investors. Communicate proactively at every opportunity,” said Jeon Young-Hyun, vice president of device solutions at Samsung.
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As part of its restructuring efforts, the South Korean tech giant is reportedly considering discontinuing its long-running Galaxy brand for its top-of-the-line devices, as shared by South Korean publication Etoday (via 9to5Google). There is. This could include Samsung’s S-series devices and its foldable Z-series line.
The main reason for the change is believed to be due to creating a brand image that exudes the premium nature of its top-of-the-line devices, in order to compete with the likes of Apple and Google, which primarily focus on quality over quantity. .
For reference, Samsung currently sells Galaxy Z, S, A, M, and F series devices. The first two are reserved for premium devices, while the latter three cover mid-range and low-range smartphones.
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Samsung reportedly believes that the influence of the Galaxy brand on such a wide range of devices prevents its premium devices from gaining prominence, and that younger generations prefer the Galaxy brand as a mainstay. They say they feel that they are connected to products other than products. Keeping the Galaxy branding on A, F, and M series devices and giving new branding to S and Z series devices solves the problem in Samsung’s eyes.
The report cited Samsung’s head of global marketing, Lee Yong-hee, as saying, “Galaxy has so many lineups that it’s understandable that people would expect new names to appear.” The company emphasizes that Samsung has been discussing this change since at least the beginning of this year. The report compares Samsung creating a new brand or sub-brand for its premium devices, similar to Hyundai branding its luxury cars under the Genesis sub-brand.
Regarding this development, an industry insider said, “There are many points to consider, including the marketing costs associated with changing and adding brand names.” Samsung, on the other hand, is reportedly solid. The upcoming S25 series may not be launched with the new branding, but reports indicate that it is likely to be launched in future versions.
