Samsung may give itself a ‘radical brand makeover’ at CES next year

The world’s largest mobile vendor is said to be readying a “radical brand makeover” that it plans to debut at the Consumer Electronics Show in January, according to a report from Australia’s Channel News. Samsung (005930) has assembled a design team that will help the South Korean-based company create a new International brand similar to the likes of Apple (AAPL). The campaign will reportedly be headed by former Nike (NKE) and Starbucks (SBUX) executive Scott Bedbury who will attempt to transform Samsung’s image from an Asian brand to a global technology brand with “products linked to lifestyle activities.” The company’s signature blue logo will be no more and instead each product will reportedly be linked with individual colors that will make up an overall brand family.