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GALAX formed by the union of GALAXY and its Euro brand, KFA2

by Mark Tyson on 19 September 2014, 10:45


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A 'new' brand of graphics card will grace the shelves of your local PC emporium in the very near future. GALAXY and its European brand KFA2 have officially unified globally to form GALAX. The first new products from the global brand have also been announced; a quartet of Nvidia GeForce GTX 900 series graphics cards.

Drop the Y

GALAX has been born following "nearly two decades of dedicated design and manufacturing," says the official press release announcing the company's global unification. The GALAXY and the European KFA2 brands will be no more and worldwide customers will be able to purchase 'GALAX' branded PC hardware.

We saw a hint at this new branding over a week ago when photos of what was thought to be a Galaxy branded Nvidia GeForce GTX 970 graphics card were leaked upon Baidu. The card in the leaked pictures sported a prominent GALAX logo. That detail was the cause of some head scratching by HEXUS forum members.

GALAX GeForce GTX 9 series graphics cards

Among the throng of new graphics cards launched today, with the official reveal of the Nvidia GeForce GTX 970 and GeForce GTX 980, GALAX has launched its own cards built using Nvidia's latest Maxwell GPU architecture parts.

Upon the shiny new GALAX web site you can find pages detailing its pair of GTX 970 graphics cards and pair of GTX 980 graphics cards. Go to this page to dig into the details. The range includes overclocked models and custom coolers. There's a video embedded below which highlights the qualities of the 'Silent Extreme Technology (SET)' built into the GALAX GeForce GTX 970 EX OC, for example.


HEXUS Forums :: 11 Comments

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*head scratch*
I just bought their reference GTX 980, I assumed it was a typo on Galaxy in the listing at first!
What information is telling companies that changing their name is good? If you have made your current brand undesirable changing the name isn't going to help make it desirable again, you need to make the product that uses the brand desirable.

OCZ is a good example, brilliant products at first and the brand was desirable; after issues with the product the brand became undesirable; now that Toshiba have bought them and kept the name, the products being released are not plagued by issues and the brand is recovering again, at least I am not avoiding them in searches for SSDs anymore.

I get the feeling companies think consumers are making decisions based on names when that does not seem to be the case from my perspective. The name might signify something, but it is what the name refers to that we base our decisions on… in other words the product is more important than the name it carries.

If anything I avoid companies that keep changing names because I find it annoying to have to make the connections between the new and old brands and the company behind both of them. Perhaps I am thinking about it wrong, perhaps the companies are intentionally trying to confuse us… nah thats too cynical; I'm still avoiding them though.
What information is telling companies that changing their name is good?
Perhaps I am cynical but a lot of people can gain when a company rebrands. Image consultants will probably have advised them on the need to change names, on the range of names available and on the typeface and colours of their logo. Advertising agencies also gain business as the company has to inform customers of its new identity. Internally this is supported by department heads who can advance their position and budgets.

The seemingly unasked question is “what value does this give the customers or shareholders?”.

Sometimes there are significant cost savings where a company can switch from local to global branding and use the same internet presence, advertisements, packaging or even inventory worldwide, but at other times I just wonder why?
That makes sense Brian224, but I am confused about why local branding was around in the first place. Seems weird to me.

Businesses seem to use behavioural analysis and psychology a lot more these days but the changes being made seem to be just as out of touch with consumers as they were before the added data was used. Perhaps they not are basing their decisions on the data gathered but rather using it to justify decisions they already want to make…