Samsung rebrands itself

Despite having the best-selling smartphone in the world and running an operating system on clip to eclipse all others, Samsung is reportedlypreparing quite the rebranding at CES 2013.

While we don't necessarily anticipate a radical image reimagining, we do expect Samsung will take advantage of the stage (and a keynote speech) to introduce a new facet to its business identity – a refresh, as it were.

One of CES's exhibit categories is "Digital Health and Fitness," so Samsung will likely tack onto that theme with the introduction of products (or the retooling of current devices) that fit into the health and wellness category.

Samsung has reportedly hired a design team that's worked with Nike on some of that company's branding initiatives, so we'll likely see some dynamic stuff from South Korea in Vegas.

As Samsung continues to grow from an Asian powerhouse to a global one, how it sells itself to a broad international audience will be key to its future.

We expect Stephen Woo, president of Samsung Electronics' device solutions division, to set the tone of the company's refreshed self during his keynote address Jan. 9.