HTC Brand Analysis & Recommendations

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