Lan Nguyen / Android Authority
TL;DR
- Samsung may be considering expanding its mobile lineup beyond the Galaxy brand.
- The new branding could help the company position itself as a better competitor to Apple.
Branding can be a powerful and easy way to quickly communicate specific expectations to your customers. That’s why so many companies use branding. Take hotels, for example. The Waldorf Astoria and DoubleTree are both Hilton brands, but if you book a room in the former, you’ll have a very different sense of the quality of your accommodations and how much they’ll cost you. Just like when Honor started as Huawei’s budget brand, we see exactly the same thing with smartphones. Now, a new report suggests that Samsung may be considering introducing some new brands to revamp its product offering.
“Galaxy” is now the name of the game for all things Samsung and mobile, including phones, tablets, and wearables. And while the company uses branding to differentiate between its premium and budget lineups, as seen with the Galaxy S and Galaxy A series (and even the Galaxy M), these are all Galaxy phones after all. There is no. According to information from South Korea, E-TodaySamsung may be looking to further differentiate its top-of-the-line mobile devices by positioning them under an entirely new brand (via 9to5Google).
The idea makes a lot of sense, especially for Samsung, which is trying to compete on a more level playing field with Apple. Apple has the iPhone SE, but even that doesn’t seem to be perceived as a low-quality, “cheap” phone by consumers. On the other hand, by comparison, Samsung’s most budget-oriented products make more sacrifices to keep the price down. As a result, the name “Galaxy” is associated with low-end devices.
We haven’t heard anything specific yet about what kind of branding Samsung will adopt, but company executives have publicly expressed general support for new branding in the past, and this may actually be the case. This feels like the kind of rumor that could develop in the future. Does the Galaxy S feel like a Galaxy S with a different name, or could Samsung change its branding and give the Galaxy the best it can? Admittedly, it’s a name with a bit of weight to it. There is nothing bigger than the galaxy.
What names should Samsung consider for its future smartphones? We’d love to hear your best ideas in the comments.
