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A project that I mainly contributed to, which tries to analyze the brand of HTC and its growth potential. The model adopted was Y&R Brand Asset Valuator in order to predict which stage is the brand in within its lifecycle.
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hold That Company
Here They Come
Andrea, Badar, Dileep, Faye, Mari, Siwei, & Victor
History That Counts
FOUNDED
1997 1st Android DeviceHTC Dream
Google DeviceNexus One
Facebook DeviceHTC First
Handily That’s Creative
Here Trouble Comes
How They Countered
How They Countered
Secondary Brand Associations
Ingredient Co-branding Celebrity Endorsement + CD
Have They Came-out?
Have They Comeback?
$10mn profit only in 2013
Sold its share in Beats Audio for $265mn
Here’s The Case
Known for qualityPremium priceOne iPhone / yearBrand recognition
Big market buzzSomething for everyone
Multiple devices / yearStrong distribution
No market buzzPremium price
One device / yearNo recognition
Weak distribution
Having the chance
10-ye
ars
all-pa
tent
agree
ment
StrongTies
17 YearsHistory
Having the chance
1. Create brand buzz.2. Technology as lifestyle3. Work on the 4Ps:
- Place: Trade Marketing: Corners & Store in stores.- Product: Wearable technology.- Price: Currently premium; Lower-end / diverse products (ex. Tablets).- Promotion: Mass advertising, benchmark with competitors.
4. More proactive, less reactive
happy Telephone Company
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