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Samsung to ape Nike in corporate makeover -- report

The company is working on a new logo and an identity that "linked to lifestyle activities" -- just like Nike -- and may unveil it at CES 2013, an Australian trade Web site reports.

This logo is reportedly going away.
Samsung has enlisted Scott Bedbury, a freelance brand consultant that helped Nike develop several projects, to revamp its corporate identity, Australia-based Channel News reports.

Samsung plans to unveil its new corporate identity in January at the Consumer Electronics Show in Las Vegas.

According to Channel News, the effort is expansive in its scope, and includes everything from changing Samsung's messaging to customers to eliminating its current logo and developing a new one. The company's advertising will be "linked to lifestyle activities, similar to what Nike does," a source told Channel News.

Samsung has continued to solidify its presence as one of the biggest and most powerful companies in the technology world. Just last week, a study from Canaccord Genuity revealed that Samsung, along with Apple, own 106 percent of the entire mobile industry's profits. Samsung is also the world's leading handset seller, top television maker, and has boosted its business in the home appliances sector. All that has helped the company generate billions of dollars in profits.

However, according to Channel News' sources, Samsung's aim with its new initiative is to transform its brand from one that might be associated with its Korean roots to one that can extend internationally, similar to the way Apple's does.

CNET has contacted Samsung for comment. We will update this story when we have more information.