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Report: Samsung to unveil new brand at CES 2013

updated 02:36 pm EST, Mon November 5, 2012

Familiar blue oval to be replaced with new Samsung logo

Next year's Consumer Electronics Show may see a massive rebranding effort on the part of Samsung, according to reports. The South Korean electronics giant is said to have engaged a brand design consultant that has worked for Nike and Starbucks in order to redesign its brand identity to rival that of Apple. Samsung's familiar blue logo will reportedly disappear and be replaced by "a more vibrant international brand image."

The report comes from Channel News, which points to freelance brand consultant Scott Bedbury as the man guiding Samsung's brand revamp. Bedbury, CEO of Brandstream and a member of the Board of Directors for Jones Soda, has worked in the development of multiple Nike brand projects as well as for Starbucks.

Bedbury says that Samsung's brand revamp will involve multiple designs for separate product lines, all linked into an overall brand family through their colors. Samsung's advertising is also thought to be set for an overhaul, with products being linked to lifestyle activities, according to one source.

While Apple retains the top spot with regard to profitability, Samsung has been gaining on the iPhone maker. The two electronics giants have been locked in competition for brand supremacy in Asia, and Samsung's rebranding will likely serve to heighten that competition around the world. According to Interbrand, Apple currently holds the second-most valuable brand worldwide, behind only Coca-Cola.



By Electronista Staff
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