HTC- Ways to increase Brand Awareness
Content
Sanjana.N|1
HTC-WAYS TO ENCHACING THE
BRAND IMAGE OF THE PRODUCT
BY
Sanjana Narasimhan
DM16158
Sanjana.N|2
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 the customers think and consider the brand in the
purchase moment. Ways to build brand Salience:
1. Communicate cues against brand equity:
Sanjana.N|3
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. 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.
Sanjana.N|4
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.
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/10.1108/1361202081087490
8
3. http://www.acrwebsite.org/search/view-conferenceproceedings.aspx?Id=8328
4. https://randallbeard.wordpress.com/2010/02/22/brand-salience-whyit-matters-for-your-brand/
Sanjana.N|5
5. https://jdrazure.wordpress.com/2014/01/09/brand-awareness-theinfluence-in-consumers’-purchasing-decisions/
HTC-WAYS TO ENCHACING THE
BRAND IMAGE OF THE PRODUCT
BY
Sanjana Narasimhan
DM16158
Sanjana.N|2
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 the customers think and consider the brand in the
purchase moment. Ways to build brand Salience:
1. Communicate cues against brand equity:
Sanjana.N|3
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. 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.
Sanjana.N|4
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.
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/10.1108/1361202081087490
8
3. http://www.acrwebsite.org/search/view-conferenceproceedings.aspx?Id=8328
4. https://randallbeard.wordpress.com/2010/02/22/brand-salience-whyit-matters-for-your-brand/
Sanjana.N|5
5. https://jdrazure.wordpress.com/2014/01/09/brand-awareness-theinfluence-in-consumers’-purchasing-decisions/
