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Htc- Ways to Increase Brand Awareness

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Submitted By sanjanaabhi
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HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT

BY
Sanjana Narasimhan
DM16158

HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT
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

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