Two months after the release of Samsung’s flagship Galaxy S4 smartphone — remember that superficial show? — buyers now hitting the stores are shaking their heads, because there are five Galaxy S4 devices for sale: the Galaxy S4 Mini, the Galaxy S4 Zoom, the Galaxy S4 Active, the Galaxy S4 Mega (6.3-inch display), and, finally, the Galaxy S4, which we first saw in the hands of the Samsung CEO. But, most interestingly, none of them resembles the original Galaxy S4.
If you are shaking your head, you are absolutely right. Also, if you are searching for the logic behind selling five types of Galaxy S4 device that have no connection to each other — except their name — don’t, because there is no logic. At least not from a hardware perspective.
But gadget spam — as CNN calls Samsung’s strategy (via BGR)– looks totally different from a business perspective. The fact is that Samsung has invested billions of marketing dollars in branding, and the result is finally visible.
The Galaxy S brand sells.
So including a couple more handsets under the Galaxy S4 branding does make sense in terms of sales. And, as the Wall Street Journal recently pointed out, branding was essential for Samsung, because it is a company that thrives on gadget spam: among the plethora of handsets it releases, are there only a couple that really provide unique features.
The CNN article concludes:
It’s a cynical approach, perhaps. But at the end of the day, the end goal is to make money. And if the products are strong, who really cares what they’re called?
Then again, if Samsung misfires and waters down its brand with sub par products, it could matter a lot.