Samsung Considers Dropping Iconic 'Galaxy' Brand for Flagship Phones

[MacRumors]

Samsung is considering introducing a new premium smartphone brand that would exist alongside or even replace its iconic "Galaxy" branding, according to Korean publication E-Today.

The potential rebranding initiative reportedly aims to differentiate Samsung's high-end devices from its budget offerings. Currently, the company's broad use of "Galaxy" spans from entry-level Galaxy A and M series phones priced around $100-200 to premium Galaxy S flagships and Galaxy Z foldables that can cost upwards of $1,800.

Industry analysts suggest the wide price range under a single brand may dilute the premium perception of Samsung's high-end devices. The belief is that when consumers associate the Galaxy name with budget-friendly options, it becomes more challenging for Samsung to position its flagship devices as direct competitors to Apple's iPhone in the premium segment.

In comments made at CES 2024 in January, Samsung's global marketing head, Lee Young-hee, hinted at the potential branding strategy: "Galaxy has so many lineups that I understand people are expecting a new name when there is an innovative turning point," said Lee.

What Samsung considers an innovative turning point is unclear, but such an initiative would involve significant marketing costs. The news comes as the company faces increasing competition from Apple in the premium segment, especially among younger consumers. For example, a recent Gallup Korea survey revealed that 64% of South Korean consumers in their 20s use iPhones, with that figure rising to 75% among women in the same age group.

Industry observers have compared the potential strategy to Hyundai's successful Genesis luxury brand launch. Introduced in 2015, Genesis reached one million global sales by August 2023 and helped elevate Hyundai's brand image and profitability. Samsung has not revealed any specific alternative brand names, but it is reportedly conducting internal studies to evaluate the benefits and drawbacks of introducing a new premium brand.

Article Link: Samsung Considers Dropping Iconic 'Galaxy' Brand for Flagship Phones

 

[turbineseaplane]

Before the "copying Apple" stuff rolls in, please visit a store and try out something like the S24+
I was playing with an S24/S24+ at the store recently..

Holy smokes these guys are making some really compelling hardware these days

If they'd make something iPhone Mini sized (or smaller, even better), I'd be on it in a heartbeat

 

[raythompsontn]

They could use "Galaxy Pro", just like Apple. Or would that be a copyright violation?

 

[Xil3]

Before the "copying Apple" stuff rolls in, please visit a store and try out something like the S24+

Holy smokes these guys are making some really compelling hardware these days

Yea their phones are quite amazing.

 

[zorinlynx]

Before the "copying Apple" stuff rolls in, please visit a store and try out something like the S24+
I was playing with an S24/S24+ at the store recently..

Holy smokes these guys are making some really compelling hardware these days

If they'd make something iPhone Mini sized (or smaller, even better), I'd be on it in a heartbeat

Yeah, lots of great hardware on the Android side.

I stick with Apple because I like iOS and trust Apple more than I do Google/Samsung but it's good to know the competition is strong which will keep Apple on their toes.

 

[Slix]

I hope they don't do something like Intel and change their generations to "Ultra 5", "Ultra 9", etc, without a generation label.

 

[spaxxedout]

Judging by Samsung’s recent marketing efforts, expect the sPhone, sPhone Plus, sPhone Pro and sPhone Pro Max later next year.

 

[anthogag]

Their premium brand can be named “Crapolla”.

 

[I7guy]

Good luck Samsung. Even with genesis I still consider Hyundai to have poor brand value.

 

[Madhatter32]

I think they should go with sPhone.

 

[sunapple]

I never really heard anyone use the Galaxy brand name in real life. Then again I don’t know many people with ‘a Samsung’. Actually, I wouldn’t care enough to remember.

 

[madmin]

They can call it Milky Way for all I care

Plenty of other chocolate bar names they could use:
Twix
Curly Whirly
Bounty
Mars
KitKat

 

[sigmasirrus]

I never really heard anyone use the Galaxy brand name in real life. Then again I don’t know many people with ‘a Samsung’. Actually, I wouldn’t care enough to remember.

I’ve heard people say “I have a galaxy” when asked what phone they have.

 

[turbineseaplane]

Will we ever be finally beyond the denigrating Samsung and/or Android users?

Some of this commentary reads like middle school level maturity stuff

Preferring iOS is one thing -- and understandable -- but nobody should be denigrating their hardware
It's top notch stuff

 

[Kermit262]

They could use "Galaxy Pro", just like Apple. Or would that be a copyright violation?

They named their premium watch Galaxy Watch Ultra (aping the Apple Watch Ultra) with no infringement on trademark (that I'm aware of).

 

[poematik13]

Holy smokes these guys are making some really compelling hardware these days

Doesnt matter how good the hardware is- nobody on iOS wants to downgrade to android.

The 3rd party apps are worse, no security, no updates, no texting, tons of carrier and OEM bloat, the list goes on. It’s trash.

If they really wanted to take a bite out of iPhone marketshare they’d ditch android and design an OS from scratch that matches the hardware. Like what apple did in 2007

 

[turbineseaplane]

Doesnt matter how good the hardware is- nobody on iOS wants to downgrade to android.

That's not true
I'd switch over if they'd make something iPhone 13 Mini sized or smaller

The more that modern Apple has "evolved" under Tim Cook, the more platform agnostic I have personally become.

I'm really starting to notice that it's in my own best interest to always be flexible on things like this

 

[sjebleu]

Good for them, I guess.
Migrated to iPhone in 2016 when I realized what a mess Samsung’s software was.

Also not related but this left me a bitter taste with ‘Samsung’:
- Samsung kitchen ventilator - fan broken after 2 years.
- Samsung washing machine - the plastic thing inside the drum broke. No reserver parts. Whole machine useless.
- Samsung Dryer - doesn’t dry
- Samsung 990 pro - Critical firmware issue

I pray to god the Samsung double fridge does not die. I do have a mild PTSD from the time when trying to move it into place.

 

[lenningj]

Samsung, a galactic disappointment

 

[raythompsontn]

please visit a store and try out something like the S24+

Except the Android integration into their devices is not nearly as good as Apple. Android is part of Google and Google is all about data. Apple is much better in privacy issues, Android not so much. I don't trust Google in their capturing data and Google's use of that data. Google has never been a friend when it comes to privacy.

I don't care how amazing the hardware is, misusing my data is a show stopper.

 

[Razorpit]

Judging by Samsung’s recent marketing efforts, expect the sPhone, sPhone Plus, sPhone Pro and sPhone Pro Max later next year.

I was thinking "j" would be better. It looks like an "i" but comes after it in the alphabet meaning it is newer. 😉

 

[contacos]

Before the "copying Apple" stuff rolls in, please visit a store and try out something like the S24+
I was playing with an S24/S24+ at the store recently..

Holy smokes these guys are making some really compelling hardware these days

If they'd make something iPhone Mini sized (or smaller, even better), I'd be on it in a heartbeat

I love my Fold 6. Using it along with my iPhone 16 Pro and OneUI feels like iOS with more customization at this point

 

[sunapple]

Will we ever be finally beyond the denigrating Samsung and/or Android users?

Some of this commentary reads like middle school level maturity stuff

Preferring iOS is one thing -- and understandable -- but nobody should be denigrating their hardware
It's top notch stuff

Hardware and software go hand in hand. Or at least, that should be the case.

 

[Eric_WVGG]

introducing the new Samsung flagship line “Gala y”

 

[sw1tcher]

Industry analysts suggest the wide price range under a single brand may dilute the premium perception of Samsung's high-end devices. The belief is that when consumers associate the Galaxy name with budget-friendly options, it becomes more challenging for Samsung to position its flagship devices as direct competitors to Apple's iPhone in the premium segment.

Samsung Galaxy for their budget-friendly devices.

Samsung Universe for their higher end/premium devices.