HTC is failing to build strong brand relationships with customers despite outperforming rival Nokia in smartphone sales and market value. There is opportunity for HTC to work with agencies over the next year to strengthen its brand affinity, such as through social media where Chinese consumers are increasingly building relationships. Understanding dynamics of how consumers trust information from strangers online will be key to building brands in China.
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Dear Editor, best solution would have been Centr.l........ l<on&-
With Asian electronics brands to make it look different by 3SA Krota Aye< R...,.
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taking all five top spots in changing colours, fonts and
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Brands 2011, I was surprised the core of the site remained. Telephone +852 3175
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that HTC still lags behind at Did the online team unilat-
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only did HTC outstrip Nokia tomer research show that the MIChael O"NeiH (UI86)
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in smartphones sales, but it is way the site worked needed Marie Green(1931)
now worth US$34 billion an overhaul? Once that call Deputyeclltor
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compared to Nokia's $25.6 was taken, did the brief to the lnallhla editor
David Blecllon(19411
billion. This means HTC is agencies ask for recommen- ReporuedltO<
failing to build meaningful Axup.•• HTC has plenty of room to grow its brand dations and did the winning Jolene Otrembl(196n
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their brand. Certainly, this
through peers they actually
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didn' t need to completely
Jenny Chan (1940)
RacheallH (+65 6579
also means there is plenty of influential branding channel. broke,~ fix it? overhaul the site?
Benjamin U (1938)
Rllancleii-(198AI
Emily Tan (19851
space for HTC to work with Consumers using the hugely Dear Editor, It takes a lot of courage for SUbeditor
the right mix of agencies over popular Sina Weibo micro- 1 have been trying hard but any company to tell a client lara Horner
the next year to strengthen its blogging platform are adding can't, for the life ofme, under- they don't need to spend mon- COMMERCIAL
Group salesdlrectot
brand affmity in 2012. reams of people they don't ac- stand why Singapore Airlines ey on an unnecessary project. Jessica Triffitt(1921)
DDMA Market Research tually know, and we have (SIA) needed a new website. But I know some very bright AdvertRlnt ...........
Oceana OU (1987)
has found that Chinese con- found that in these cases Chi- Before I go on, I must admit people who have done just Southellt Asia-
(Slnppore)
sumers are increasingly nese consumers simply don't that I thought the new web- that and it has, more often Geraldine Nathan(+&
building.. relationships trust brand information they site looked cooL But the cool- than not, resulted in signifi- 5eniO<salesex
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through online channels. For receive from strangers, unless ness, it seems, was skin deep. cant rewards in due course.
Nlcoi1Clar1<e (1N8)
example, consumers using they are perceived experts or Simplicity is the key and As an extremely loyal SIA
the social media website Ren- celebrities. Understanding the old SIA website did this customer and someone in the Beth Chlm (1928)
SeniO<Selesb
ren mostly befriend people and acting on dynamics like beautifully. The information communication business, I Rebecca Chan (1811)
Sales and martceti"C
they actually know. We have these will be essential to one sought was easily would be interested to know Hanlelyln Wonc (1920)
found that these people are building brands in China. searched, accessed and one the backstory. D£SIGN
far more trusting ofbrand in- Jonathan Axup, only needed to reach out to Krishnan Menon, De..... director Andy
Senlor .......... Nlclq
formation they receive DDMA Market Research the airline staff in person in Wunderman Production .... . . . -
CIRCULATION
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ma111etfnt director
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