Branding can be a powerful and simple way to quickly communicate certain expectations to your customers, which is exactly why it’s a tool that so many businesses take advantage of. Look at hotels, for example: Waldorf Astoria and DoubleTree may both be Hilton brands, but when you book a room in the former, you have a very different perception of the quality of the accommodations and the expenses involved. We see the exact same thing with smartphones, like how Honor started as Huawei’s budget brand. Now a new report suggests that Samsung might consider shaking up its own product offering with the introduction of a new brand image.

Right now, “Galaxy” is the name of the game for everything Samsung and mobile, whether it’s phones, tablets, or wearables. And although the company uses branding to differentiate between premium and budget lines, as we see with the Galaxy S and Galaxy A series (and even Galaxy M), they are still Galaxy phones. According to South Korea E-TodaySamsung may be looking to further distinguish its premium mobile gear by positioning it under an entirely new brand (via 9to5Google).

The idea is quite logical, especially for a Samsung that is trying to compete on equal terms with Apple. Apple has its iPhone SE, but even that doesn’t seem to be perceived by consumers as a lower-quality “cheap” phone, while Samsung’s more budget-friendly offerings, by comparison, make far more sacrifices to maintain low prices – and therefore, associate the name “Galaxy” with low-end devices.

As for what brand Samsung might adopt here, we haven’t heard anything specific yet, but company executives have publicly expressed general support for a new brand in the past, which makes it seem is the kind of rumor we could actually see unfolding. Would a Galaxy S still look like a Galaxy S under a different name? Or could Samsung perhaps rebrand itself on the other end, reserving Galaxy for its best products? It’s certainly a name that carries a bit of weight: there’s not much bigger than a galaxy.

What name should Samsung consider for some future smartphones? We want to hear your best ideas in the comments.