In a somewhat surprising move, Samsung has given up its own ‘Samsung’ logo on phones that will sell in Japan. Although the change is evident on the website with Galaxy S6, Galaxy S6 edge and Galaxy Note Edge not bearing the Samsung name, the actual move will happen with the sale of Galaxy S6 family from April 23.
The phones will bear the Galaxy brand supported by the carrier’s name, which in this case will be Docomo or au.
The move seems to be a marketing tactic considering Samsung’s weak hold of the Japanese market. Samsung is trying to push its sub-brand is “established in Japan.”
According to Strategy Analytics, Samsung’s smartphone share accounted for only 5.6 percent in the last year.
Pushing a sub-brand is somewhat common, at least in India. Brands like Lava, Xiaomi push their sub-brands like Xolo or Mi to distinguish themselves amongst a sea of competitors.