Monday, June 4, 2012

Samsung Finally Fixes its Brand Strategy for Galaxy Smartphone

They say the third time's a charm. And it is certainly true for Samsung. It just announced its "third-generation" of its flagship mobile phone will be called the Galaxy S III across all major carriers in the U.S. market. That's huge!

I had previously wrote about how the Samsung Galaxy S's brand strategy was flawed when the smartphone line was first launched across multiple US carriers. While it has taken over a year and a half, Samsung is finally executing the correct brand strategy for its Galaxy S line of smartphones in the U.S.

Source: Engadget
This is likely due to the fact that Samsung has more supplier power now with carriers as it just passed Apple as the world's largest smartphone manufacturer. Also, carriers fear the market power of Apple, who receives lots of $$$ from carriers for the iPhone and then the carriers heavily subsidize the cost to subscribers. That's bad economics for carriers so it behooves them to create a viable challenger to Apple in the market place.

It's good thing when the brand strategy and channel strategy can be aligned!


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