South Korea's Etoday reported that, Samsung seems to be planningExisting Galaxy brandIn addition, it will establish a higher-end mobile phone brand, just like Hyundai Motor provides higher-end vehicle products through the Genisis brand in addition to the Hyundai brand, thereby attracting different user markets.
Since 2009, all of Samsung's mobile phone products have been promoted under the Galaxy brand, and later expanded to tablets, wearable devices and laptops. Although different naming methods are used to differentiate product positioning, Samsung basically uses the Galaxy brand as the name of its products.
Perhaps in order to follow the example of most Chinese brands that use different brands to attract specific user markets, and Hyundai Motor also uses the Hyundai and Genisis brands to position different product market segments, Samsung seems to be interested in adding a new brand with a higher positioning based on the Galaxy brand.
Although Samsung currently holds the top spot in global mobile phone shipments, its overall shipments have declined compared to the past. Even the sales performance of its high-end flagship models lags behind Apple's iPhone series. Therefore, the industry believes that Samsung needs to make some changes to its mobile phone products.
Although launching a new brand and introducing new products can create more sales opportunities, it will also increase additional costs, so it may be a gamble for Samsung at present.
It is currently unclear what brand name Samsung will adopt, nor is it certain whether Samsung will offer new high-end models under the new brand name, or move some Galaxy-branded models to the new brand name. It is expected that there will be specific confirmation news in the future developments.
