Download - HTC Brand Analysis & Recommendations
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hold That Company
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Here They Come
Andrea, Badar, Dileep, Faye, Mari, Siwei, & Victor
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History That Counts
FOUNDED
1997 1st Android DeviceHTC Dream
Google DeviceNexus One
Facebook DeviceHTC First
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Handily That’s Creative
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Here Trouble Comes
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How They Countered
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How They Countered
Secondary Brand Associations
Ingredient Co-branding Celebrity Endorsement + CD
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Have They Came-out?
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Have They Comeback?
$10mn profit only in 2013
Sold its share in Beats Audio for $265mn
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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
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Having the chance
10-ye
ars
all-pa
tent
agree
ment
StrongTies
17 YearsHistory
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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
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happy Telephone Company