Galaxy, shmalaxy — Samsung could be considering some new smartphone brandin

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• Samsung might be looking to expand its mobile lineup beyond the Galaxy brand.
• New branding could potentially help the company position itself as a more premium competitor to Apple.

Branding can be a powerful, easy way to quickly communicate certain expectations to your customers, which is exactly why it’s a tool so many companies take advantage of. Look at hotels, for example: Waldorf Astoria and DoubleTree may both be Hilton brands, but when you’re booking a room at the former you have a very different sense of the quality of accommodations and the expenses involved.* We see the very same thing with smartphones, like how Honor started out as Huawei’s budget brand. Now a new report suggests that Samsung could be thinking about shaking up its own product offerings with the introduction of some new branding.

Right now, “Galaxy” is the name of the game for all things Samsung and mobile, whether we’re talking phones, tablets, or wearables. And while the company does use branding to differentiate between premium and budget lineups, like we see with the Galaxy S and Galaxy A series (and even Galaxy M), these are all still Galaxy phones. According to South Korea’s E-Today, Samsung may be looking to further distinguish its highest-end mobile gear by positioning it under an all-new brand (via 9to5Google).




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