Samsung to subdivide Galaxy brand to enhance high-end image
Samsung has long occupied the top two positions in global mobile phone shipments, it relies more on the sales of mid- and low-end mobile phones, and has a considerable gap with Apple in the high-end market.
Samsung Electronics is planning to segment its Galaxy brand to boost its image in the high-end market and better compete with rivals such as Apple, according to media reports .
It is reported that Samsung has launched relevant research work internally and is considering strengthening its competitiveness in the high-end smartphone market through brand segmentation.
Lee Young-hee, head of global marketing at Samsung Electronics, noted that too many product lines could dilute brand value, and consumers expect innovation and new names to emerge.
Samsung plans to conduct an in-depth analysis of its various product lines under the Galaxy brand to determine how to more effectively segment and position each product series.
Samsung Electronics will consider using new brand names for high-end devices such as the S series and Z series to highlight their high-end positioning, while mid- and low-end products such as the A, F and M series will continue to retain the Galaxy brand.
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