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Samsung to challenge Apple with major rebranding effort, insiders claim

Samsung to challenge Apple with major rebranding effort, insiders claim

Samsung is reportedly planning a major global brand refresh in a bid to leverage its status as a leading electronics-maker, sources familiar with matters claim.

Australian site Channel News reports that the South Korean tech titan is preparing for an image overhaul that will see everything from its logo to advertising campaigns undergo a complete rethink.

Samsung has enlisted the help of Scott Bedbury, an American advertising magnate who has worked on several Nike brand projects and Starbucks and is currently a freelance brand consultant and CEO of Brandstream.

The current white on blue logo will be redesigned, with each product line to be associated with an individual colour. Advertising efforts, meanwhile, will be inspired by those that inarguably helped Nike permeate every layer of the marketing spectrum.

One shadowy tipster said: "Even the advertising will change with products linked to lifestyle activities similar to what Nike does.”

Samsung is expected to unveil its revamped image at CES 2013 in January. According to an unnamed employee, the company has suspended issuing new business cards to staff, which are also like to reflect the change.

Samsung’s phenomenal rise as one of the world’s most widely recognised names has been largely helped by the success of its mobile devices business, which has seen it take on Apple for the smartphone crown.

What would you like to see from a new-look Samsung? Let us know in the comments section below.

Source: Channel News via Pocketnow

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