In the near future, Samsung’s mobile phones could undergo a major change. According to E-Today, the company is considering a historic shift in its brand strategy. Internal discussions are happening about whether the word “Galaxy” should still be used for all smartphones in its lineup. This name has been associated with most of the company’s mobile phones and tablets for years, so the change could be a big surprise for users worldwide.
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The source states that some people within the company believe the Galaxy brand might be holding back the launch of its more expensive and advanced devices. Currently, it doesn’t matter if a Samsung phone costs 100 euros or 2,000 euros; they all carry the same name.
Some analysts suggest that this may create a misunderstanding about the quality of the devices. It can give the impression that, despite differences in design or features, phones with the same name are similar. There are concerns that consumers are starting to associate Samsung Galaxy phones with lower-quality products, which wouldn’t sit well with the South Korean company.
Samsung’s premium devices might undergo a name change.
The Korean outlet that leaked this information goes even further. According to their report, Samsung may not only stop using the word “Galaxy” on its most expensive phones, but it is also considering creating a separate sub-brand specifically for advanced products.
In other words, the term “Galaxy” could be reserved for low-end and mid-range phones, while the more advanced models might be named “Samsung 25” or include another word to accompany the name. However, the details about this new name remain unknown, and nothing has been leaked about it yet.
As surprising as it may seem, Samsung has already hinted at a similar change in the past. At CES in Las Vegas this year, the company’s global marketing chief stated, “Galaxy has so many product lines that I understand people expect a new name when there is an innovative turning point.”
What that “tipping point” will be or when it will arrive is anyone’s guess. Even the company itself may not be clear on how to handle this potential change. The E-Today article mentions an approach, but there’s a chance that it could amount to nothing. Eliminating the Galaxy name is no easy task for a company that has used it for phones, watches, tablets, and computers for over 10 years.
If Samsung proceeds with this change, it will face a significant challenge in communicating the new brand image to ensure that the shift does not backfire.