Samsung said it may develop a new brand name as a way to mark the company’s “innovative turning point”[s]This goes back to a comment made by Lee Yong-hee, the company’s president and head of global marketing, earlier this year: “Every time there is an innovative turning point, customers expect a new name.”
By coming up with a new brand name for Samsung’s premium phones, the manufacturer is identifying these premium phones as devices with premium features, specifications, and yes, even pricing, that are different from Galaxy phones. And Samsung may be giving its customers what they want. The report compared this to Hyundai’s naming strategy, which uses the Genesis name for its luxury cars.
The 2009 Samsung Galaxy I7500 was the first Galaxy phone made by Samsung. |Image credit-Retromode
Samsung uses the Galaxy name for a wide range of devices, from the low-cost brand Galaxy M to the low-to-mid-range brand Galaxy A, and the high-end brand Galaxy S. There’s also the Galaxy Z series of foldable devices and the Galaxy F brand of low-to-mid-range devices sold only in India, China, and Bangladesh.
Earlier this month, investment bank Piper Sandler released a report showing that 9 out of 10 American teens own an iPhone. Samsung believes it can take away the iPhone’s strength in this segment by differentiating its premium phones.
