Samsung said that it could develop a new brand name as a way to separate the company’s “innovative turning point[s].” This goes back to a comment made earlier this year by the company’s president and head of global marketing Lee Young-hee who said that customers are expecting a new name whenever there is an “innovative turning point.
By coming up with a new brand name for Samsung’s premium phones, the manufacturer might be giving Samsung customers what they want by identifying these premium handsets as devices with premium features, specs, and yes-even pricing that would be distinct from Galaxy phones. The report compared this to the naming strategy used by Hyundai which is using the name Genisis for its premium vehicles.
The Samsung Galaxy I7500 from 2009 was the first Galaxy phone from Samsung. | Image credit-Retromode
Samsung uses the Galaxy name on a wide range of handsets ranging from its Galaxy M budget brand to the Galaxy A low-to-mid-range brand, and its Galaxy S high-end brand. There is also the Galaxy Z line of foldables and the Galaxy F brand of low-to-mid-range handsets sold only in India, China, and Bangladesh.
Earlier this month, investment bank Piper Sandler released a report showing that nine out of 10 American teenagers owned an iPhone. Samsung believes that by differentiating its premium phones, it can take away the iPhone’s strength in this demographic.
