And all this seems to have worked.
The Korean tech behemoth's brand appears to have been resuscitated after the disastrous launch of the Galaxy Note 7 phone last year. You know, the phone that was recalled twice after some of its batteries failed and exploded.
During the worst of that time, YouGov BrandIndex's surveys found Samsung was thought of in largely negative terms when respondents were asked, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
Now, just a day before the Galaxy S8 phone's global release, YouGov's respondents appear to consider Samsung roughly on par with Apple, which must seem odd to Apple and a relief to Samsung (Apple didn't responded to a request for comment while Samsung declined to comment).
Either way, it's more good news for Samsung, particularly after CNET's review, which called the S8 "simply gorgeous."