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Samsung reportedly considers ditching ‘Galaxy’ branding for certain phones

According to reports out of Korea, Samsung is exploring a new branding play for its Android smartphones that would be in addition to its iconic “Galaxy” name.

A report from E-Today (via @Jukanlosreve) reveals that Samsung is starting to explore a new branding initiative that would see the company sell premium smartphones under a brand other than “Galaxy.”

The logic behind this would be to separate the company’s “innovative turning point[s].”

Samsung’s Lee Young-hee said earlier this year that “Galaxy has so many lineups that I understand people are expecting a new name when there is an innovative turning point.” The idea of a new branding for premium devices would allow for that split, which is compared to Hyundai’s spin-off Genisis, which is used for premium vehicles.

The “Galaxy” name is an iconic part of not just Samsung, but the smartphone market as a whole at this point, but in light of the changing market and the struggle of competing with iPhone in the US in particular, it’s not hard to see why Samsung would be exploring a new branding option.

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Avatar for Ben Schoon Ben Schoon

Ben is a Senior Editor for 9to5Google.

Find him on Twitter @NexusBen. Send tips to schoon@9to5g.com or encrypted to benschoon@protonmail.com.


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