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The ways in which HTC can enhance the image of its product.
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Sanjana.N|1
HTC-WAYS TO ENCHACING THE BRAND IMAGE
OF THE PRODUCT
BY
Sanjana Narasimhan
DM16158
HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT
Sanjana.N|2
INTRODUCTION
HTC is a Taiwan-based company found in 1997, who started as Laptop manufacturer and
then soon started making Windows Smartphone.
In 2008, they came up with their first Android based Smartphone HTC Dream.
The HTC as a company made Quarter losses due to the lack of the following points:
Low brand recognition
Improper marketing strategies
Improper Distribution Network
The mobile released per year is less/ Their portfolio is small
These factors impacted the sales of HTC to a large extent, the product was one of the best in
the category, but it was impacted because their marketing is less and the message delivered
is confused.
The company is known to be innovative and they understand the pain points and wants
clearly while coming up with the product. For example, Htc focused on what people used a
lot, they improved the Camera.
The company focused on the high priced segment market, due to which their market share
was very low. Large player like Samsung and Apple spent large amount of money in
marketing, while HTC spent a small pie.
The company was using the slogan “quite brilliant” since which did not create much impact.
For a company like HTC which has a good product to come up Brand awareness and memory
is very important as Woody Allen once said that “80 percentage of the success is just
showing up”.
WAYS TO INCREASE BRAND SALIENCE:
For a high involvement product the top of mind awareness (TOMA) is not very important. As
customer think and evaluate the product while purchasing it.
Thus it is very important for a particular Brand be through about and noticed when a customer is
buying a buying situation.
Brand Salience is whether the customers think and consider the brand in the purchase moment.
Ways to build brand Salience:
1. Communicate cues against brand equity:
They have to come up with relevant cues that define the product benefit. The cues
must be creative so that it maximizes the number of memory structure associations.
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For example their old slogan “quite brilliant” was not effective and it was something
that did not have association to the product.
Now they have come up with the slogan “Anything you want it to be”. This along
with the ad that says HTC is what you want it to be and associates HTC with different
memory structures.
2. Create a logo that helps people to associate with your brand. For example, when we think of
‘Apple’ the first think that comes to our mind is its logo. So a good logo which defines your
brand and people can easily recall has to be built.
3. According to Keller’s model of customer based brand equity in which brand salience is the
building bock to brand equity. The Associative Model of Brand equity (Collin and Loftus) says
that traces are established in the memory every time the information is coded into the long-
time memory. So they should start spend more on effective advisements.
a. They can first take the Central route in advertising to deliver the benefits that their
product process.
b. Over time when the awareness about its benefits has been established they can take the
peripheral route.
Their present advertisement uses the peripheral route wherein Hollywood actor Robert
Downey Jr is roped in, as he is known for his development of high tech gadgets. This has not
come out as strong because they have not clearly defined the benefits of the product using
the central route first.
4. It should start sponsoring TV shows and programs first as it can help the product to stay in
the mind of the customers and recall it faster.
Methods that can be to Increase the brand awareness of the HTC:
The most important questions that need to be addressed are:
1. How to make the brand messaging clear, consistent and recognisable?
2. How to make the brand be seen by more people?
You can come up with Jingles that comes-up to the mind of the customer at the time of the
purchase and helps easy recall.
You tube is an integral part of the Promotional strategy these days, so putting up ads on
YouTube is very beneficial. Television ads are being neglected these days, as viewers turn
the channel at the time the ad is being aired.
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Emotional appeal can be used, for HTC ads that are fun and humorous can be used as it
increases the desirability of the product.
Since it is technology product we can use Twitter Handle and Facebook Page to promote the
product. For example PS4 came up with #PlayStationMemories. Social media Channels are
the best way to appeal to the ‘episodic memory’ of the customers.
Search Engine Optimization (SEO) can be used as the customers gauge the quality of
products like phones based on the information and usage of the product is not required.
People search and then evaluate the product.
A lot of videos, articles and infographic can be used to gain visibility for the product when
SEO is used along with it.
According to a survey, the search ads increase the top of the mind awareness by 6.6
percentages. Hence search ads can be used by HTC to gain awareness.
Other Recommendations:
HTC should strengthen its distribution network, as product availability itself is a very
important factor to built-in exposure and awareness about the brand at the time of
purchase
They should increase the brand image by incorporating morals and values to the brands, as
people tend to connect with the product more. For example Apple always shows itself as a
trusted brand through giving one year product replace offer if any problem occurs in the
gadget.
It should give a wider range of product portfolio to match up with brands like Samsung and
cater to the lower market segments.
References:
1. http://www.crewmarketingpartners.com/good-brands-build-trust/
2. http://www.emeraldinsight.com/doi/full/10.1108/13612020810874908
3. http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8328
4. https://randallbeard.wordpress.com/2010/02/22/brand-salience-why-it-matters-for-
your-brand/
5. https://jdrazure.wordpress.com/2014/01/09/brand-awareness-the-influence-in-
consumers’-purchasing-decisions/
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