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HTC set to revamp brand image (update)

2013/03/25 18:09:45

Taipei, March 25 (CNA) Taiwanese smartphone maker HTC Corp. will use new slogans in its upcoming advertising campaigns in a bid to reshape its brand image, the company's top marketer said Monday.

The Taoyuan-based company has been using "quietly brilliant" as its brand slogan since October 2009, but has decided to market its new HTC One flagship phone under the themes "bold," "authentic" and "playful."

"We have a lot of innovative ideas, but we have not publicized them enough in the past," Ben Ho, chief marketing officer of HTC, said at a media briefing.

The term "bold" means HTC will promote its new products' features more heavily, while "authentic" indicates that HTC will focus on its own innovations and will not copy others' ideas, Ho said.

"Playful" means HTC will create more interesting features based on consumer demand, he said.

To strengthen communication with tech-savvy smartphone users, HTC plans to increase its marketing spending in digital media by 250 percent and in conventional media by 100 percent this year, Ho added.

The executive, meanwhile, addressed HTC's delays in getting the new phone to some markets, saying the company will begin sales of its newest flagship phone in the United Kingdom, Germany and Taiwan this week, and in the rest of Europe, North America and most of the Asia-Pacific region before the end of April.

HTC hopes to fill all of its pre-orders for the HTC One in Taiwan before the end of April, he said, without revealing how many advance orders have been received.

The latest version of the HTC One, which the smartphone maker is banking on to revive flagging market share, will be available to Taiwanese distributors on March 26, Ho said.

Local consumers who have pre-registered to buy the phone can begin getting hold of the new device on March 27, he added.

Ho expected production of the HTC One to increase in the coming months following slow starts for some of the phone's tailor-made components, such as its camera lens and aluminum metal casing.

Some analysts have hailed HTC's success in getting its new model to market before arch-rival Samsung Electronics Co.'s Galaxy S4, which will not hit store shelves until late April.

Researchers at Nomura Holdings Inc.'s Taipei branch said, however, that it remained unclear whether the strategy would pay off.

With the global high-end smartphone market currently dominated by Apple Inc. and Samsung, the release date of the new HTC One is not very significant, Nomura researchers said.

HTC's stock prospects will depend on the new model's actual sales figures, they said.

(By Jeffrey Wu)