Gone is the era. Samsung may drop the “Galaxy” brand for premium smartphones

South Korean giant Samsung is considering releasing its premium smartphones without the familiar Galaxy name to increase competition with the iPhone. E-Today reports that the company is exploring a new branding scheme for its flagship Android devices that would exist alongside the current name «Samsung Galaxy». Such a move could be an «innovative turn» for the company, as noted by Samsung president and global marketing chief Lee Young-hee, who said earlier that users expect a new name when the company makes significant innovative moves.

Samsung’s president and global marketing chief Lee Young-hee said users expect a new name when the company makes significant innovative moves.

New brand for premium devices

The planned rebranding will allow Samsung to emphasize the premium features and differentiation of its flagship smartphones from other Galaxy models, which range from the budget Galaxy M and Galaxy A series to the high-end Galaxy S and flagship Galaxy Z. As E-Today reports, the single Galaxy name for the entire lineup makes it difficult to position the premium models on par with the iPhone, as each new version of the iPhone is perceived as a premium product. For an example, E-Today cites Hyundai’s strategy of highlighting premium cars under the Genesis brand.

Hyundai’s strategy of highlighting premium cars under the Genesis brand.

Samsung’s rebranding could be aimed at highlighting top-end devices with exclusive features, making them more attractive to customers looking for better tech and exclusive features, and targeting a higher price point that matches their status.

Samsung’s rebranding could be aimed at highlighting top-end devices with exclusive features, making them more attractive to customers looking for better tech and exclusive features, and targeting a higher price point that matches their status.

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Fighting for the premium segment

Samsung already leads in the total number of smartphones sold, but the company is losing ground to Apple in the premium market, which is affecting revenue. Apple also holds the lead in the premium segment as many consumers, especially young adults in the U.S., prefer iPhones. According to a report by investment bank Piper Sandler, 90% of American teens own an iPhone, and Samsung hopes the new brand will appeal to that audience.

In the long term, Samsung plans to gain a foothold in the premium segment in this way, offering devices that will be seen as a status symbol on par with the iPhone. The rebranding could help Samsung expand its audience and improve its profitability by strengthening its position in a segment currently dominated by Apple.

Samsung’s new branding could help it expand its audience and improve its profitability by strengthening its position in a segment currently dominated by Apple.