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PRODUCT AND BRAND MANAGEMENT
BRAND ARCHITECTURE OF SAMSUNG SMARTPHONE
GROUP – 3
Submitted By: Jaslin Gill – 20202135
Parashu Ram Patra – 20202142
Ritesh Srivastava – 20202149
Rohit Raj – 20202150
Saumyadeep Bardhan – 20202157
Sonali Pani – 20202162
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BRAND ARCHITECTURE OF SAMSUNG SMARTPHONE
It is the process by which an organization structures and names brands within its portfolio. Its
objective is to create effective powerful brands, allocate brand-building resources, create synergy,
achieve clarity of product offering, leverage brand equity and a platform for future growth.
Brand Portfolio of Samsung Smartphone: There are 7 broad categories of Samsung Smartphones. They are :Samsung Galaxy A Series
First generation – Samsung Galaxy Alpha, Samsung Galaxy A3 (2014), and Samsung Galaxy
A5 (2014)
The Samsung Galaxy Alpha was introduced on 13 August 2014 and released in September 2014.
A high-end device, the Galaxy Alpha is Samsung's first smartphone to incorporate a metallic
frame and more premium materials.
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Second generation – Samsung Galaxy A (2016 series)
New features were introduced in the Galaxy A 2016 Series which includes metal and glass
body, NFC which supports Samsung Pay, Samsung’s Adaptive Fast charging feature and
increased battery life. The Galaxy A (2016) series are very similar to the Galaxy S6, and
the Galaxy Note 5 flagships, which were released in April 2015, and August 2015, respectively.
Third generation – Samsung Galaxy A (2017 series)
In January 2017, Samsung unveiled the 2017 edition of the Galaxy A series. Newly improved
features include 16-megapixel front and back cameras, an Exynos 7 Octa 7880 SoC, a 3D glass
display. The new design of the series are very similar to the Galaxy S7 and the S7 Edge, released
in March 2016.[5][6] The series comprises three models: Galaxy A3, Galaxy A5, and Galaxy A7.
Fourth generation – Samsung Galaxy A (2018 series)
The 2018 Galaxy A Series introduces many high-end features for the first time in the Galaxy A
lineup, including multi-lens camera, Infinity Display, Adaptive Fast Charging, IP68 certification,
and revamped design. This series uses Samsung Experience UI derived from the Galaxy
S8 and Galaxy Note 9. The series comprises seven models: Galaxy A6, Galaxy A6+, Galaxy
A7, Galaxy A8, Galaxy A8+, Galaxy A8 Star, and Galaxy A9
Fifth generation – Samsung Galaxy A (2019 series)
Samsung introduced the 2019 Galaxy A Series in February 2019, alongside the onlineexclusive Galaxy M Series. It retains the higher-end features previously introduced in the Galaxy
A 2018 series with several improvements, alongside a "waterdrop" notch.
Sixth generation – Samsung Galaxy A (2020 series)
Samsung introduced the 2020 Galaxy A series a few months after the release of mid-generation
refresh of the 2019 series (those with the "s" suffix). The series brought new features such as
geometric design, newer and faster SoCs (compared to their predecessor), hole-punch display (on
some devices) & increased RAM and storage options.
Seventh generation – Samsung Galaxy A (2021 series)
Samsung introduced the 2021 Galaxy A series in September 2020. The series has increased RAM
and storage options, various camera upgrades, optical image stabilization on higher-end models,
and 5G on a wider range of models, with some featuring larger screens than the LTE counterparts.
It also shifts away from Exynos SoCs in favor of Qualcomm and MediaTek, as Exynos SoCs are
now focused only on flagship models.
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Samsung Galaxy F Series: First Generation in 2020
Galaxy F41 has 6.4” sAMOLED, Android 10, One UI 2, Exynos 9611, 64 GB, 128 GB ROM / 6
GB RAM, 64 MP, 8 MP ultrawide, 5 MP depth sensor, 32 MP selfie, 6000 mAh battery
Second Generation in 2021
Galaxy F02s, Galaxy F12, Galaxy F22, Galaxy F42 5G, Galaxy F52 5G, Galaxy F62
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Samsung Galaxy J Series
Samsung Galaxy J1: Galaxy J1 4G, Galaxy J1 Ace, Galaxy J1 Ace Neo, Galaxy J1 Nxt, Galaxy J1 Mini, Galaxy J1
prime
Samsung Galaxy J2: Galaxy J2 Pro, Galaxy J2 Prime, Galaxy J2 Core, Galaxy J2 Pure
Samsung Galaxy J3: Galaxy J3 Pro , Galaxy J3 Prime
Samsung Galaxy J4:Galaxy J4+, Galaxy J4 Core
Samsung Galaxy J5, Samsung Galaxy J6, Samsung Galaxy J7, Samsung Galaxy J8
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Samsung Galaxy M Series :Samsung Galaxy M10, Samsung Galaxy M20, Samsung Galaxy M30, Samsung Galaxy M51,
Samsung Galaxy M42, Samsung Galaxy M52
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Samsung Galaxy Note Series
Samsung Galaxy Note 8, Samsung Galaxy Note 9, Samsung Galaxy Note 11
Samsung Galaxy S Series
Samsung Galaxy S1, Samsung Galaxy S2, Samsung Galaxy S3, Samsung Galaxy S4, Samsung
Galaxy S5, Samsung Galaxy Tab S7+, Samsung Galaxy Tab S8
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Samsung Galaxy Z Series: Samsung Galaxy Z Flip, Samsung Galaxy Z Fold 2, Samsung Galaxy Z Fold 3, Samsung Galaxy
Z Flip 3
Portfolio Roles: -
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Portfolio Logo :Samsung logo is composed of brand name, “Samsung.”
The current design of the letter mark is the result of refinements made in 2005 to improve the
logo’s visibility - an evolution which took into consideration how the human eye perceives visual
cues. The spacing and height of letter mark is designed so that they would create visual harmony
through even distribution of letters.
These precise adjustments to visual balancing and typography illustrates the dedication to
excellence and creates human-driven experiences.
Horizontal and Vertical Extension of Samsung Smartphones: Samsung launched two new foldable smartphones along with TWS earbuds and a smartwatch. It
introduced Galaxy Z Flip 3, Galaxy Z Fold 3, Galaxy Buds 2 and Galaxy Watch 4. Usually, during
August, Samsung launches a new Galaxy Note smartphone but this year due to the chip shortage
there is no new Galaxy Note smartphone.