Samsung Weighs Rebranding Strategy for Premium Smartphones

The tech giant is considering a shift from its iconic Galaxy branding to enhance its high-end market presence.

Samsung is evaluating the introduction of a new brand for its flagship smartphones, potentially replacing or supplementing the Galaxy name.
The move aims to better position Samsung's high-end devices against competitors like Apple's iPhone by creating a distinct premium identity.
Industry analysts suggest that the broad use of the Galaxy brand for both budget and premium models may dilute its high-end appeal.
Samsung's global marketing head hinted at CES 2024 that consumers expect a new name at an innovative turning point.
The company is conducting internal studies to assess the potential benefits and challenges of this rebranding initiative.