Tue, Mar 26, 2013 - Page 13 News List

HTC trades ‘quiet’ for ‘bold’ to build brand awareness

By Helen Ku  /  Staff reporter

A model holds HTC Corp’s new flagship smartphone yesterday in Taipei. The latest version of the HTC One will be available to local distributors today, while local consumers who have pre-registered to buy the phone can begin getting hold of the new device tomorrow.

Photo: Wang Yi-hung, Taipei Times

Smartphone vendor HTC Corp (宏達電) has decided to stop using the “quietly brilliant” slogan in its new commercials, aiming to refresh its marketing strategies to rebuild its brand image and increase consumers’ brand loyalty.

“HTC has quite a lot of innovative products, but it has lacked brand and production promotion in the past,” HTC chief marketing officer Benjamin Ho (何永生) told a media briefing yesterday.

“Many people know the brand HTC, but they could not tell what it stands for. Therefore, we aim to increase consumers’ brand awareness by making localized advertisements to indicate that HTC is a ‘bold,’ ‘authentic,’ and ‘playful’ brand,” he said.

The company has been using the “quietly brilliant” slogan since October 2009.

However, it has now decided to promote its new HTC One model using the keywords “bold,” “authentic” and “playful.”

The company aims to be “bold” in terms of production promotion, “authentic” in terms of its production innovation and “playful” for meeting consumers’ demand in product features, Ho said.

The Taoyuan-based company has been struggling to survive in the competitive smartphone market dominated by Apple Inc and Samsung Electronics Co.

Despite efforts last year to develop three flagship smartphones, including the HTC One series, Windows 8X and 8S and the HTC Butterfly series, HTC last quarter dropped from the top five smartphone vendors in the world, according to research house International Data Corp.

Ho said that the company is aiming to become one of the world’s top three smartphone producers this year, and will more than double its budget on advertising campaigns.

Sales of HTC’s newest flagship phone will begin in Taiwan, Germany and the UK this week, and in the rest of Europe, North America and most of the Asia-Pacific region before the end of next month.

Ho said the company expects production of the new HTC One to increase in the coming months following a slow start due to shortages of some of the phone’s tailor-made components, such as its camera lens and metal casing.

In addition to the new HTC One, the company plans to launch more Android and Windows smartphones this year, he added.

HTC will soon launch a second generation “Butterfly” customized smartphone to capitalize on growing consumer interest in the large-screen smartphone segment, Ho said.

The 5-inch Butterfly was originally customized for certain mobile carriers in Japan and has since been introduced in other markets, such as the US and Taiwan, where consumers are attracted by its large screen.

To meet increasing consumer demand in this market segment, HTC will launch a successor to the device under the same Butterfly brand name, he said.

Additional reporting by Staff writer, with CNA

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