Brand Audit-HTC

65
Angela Chang MKT3320 Haworth Fall 2015

Transcript of Brand Audit-HTC

Page 1: Brand Audit-HTC

Angela ChangMKT3320HaworthFall 2015

Page 2: Brand Audit-HTC

Table of ContentsBrand Inventory……………………………………………………………………………….1

Company…………………………………………………………………………………1

Category………………………………………………………………………………..10

Products within Category…………………………………………………………15

Brand Analysis………………………………………………………………………..19

Consumer Profile…………………………………………………………………….22

Advertising/Marketing Communications…………………………………….25

Media…………………………………………………………………………………….31

Promotions…………………………………………………………………………….33

Digital Strategies…………………………………………………………………….36

Other Pertinent Information……………………………………………………..41

Brand Value……………………………………………………………………………42

i

Page 3: Brand Audit-HTC

Brand Exploratory……………………………………………………………………………45

Quantitative Research……………………………………………………………..45

Qualitative Research……………………………………………………………….48

Recommendations…………………………………………………………………..49References………………………………………………………………………………………51

i

Page 4: Brand Audit-HTC

Brand Inventory

Company ____Locations

HTC Corporation is a Taiwanese multinational manufacturer of smartphones and tablets headquartered in New Taipei City, Taiwan. Its sales and service centers in Europe, the Americas and Asia to ensure the ability to service clients and enhance relationships with consumers.

Headquarters in Xindian, New Taipei City, Taiwan

HTC maintains a presence in all key markets, including the United States, Canada, the United Kingdom, Germany, France, Italy, the Netherlands, Belgium, Spain, Poland, Denmark, Belgium, Russia, China, Japan, Hong Kong, Singapore, Thailand, Myanmar, Vietnam, Indonesia, India, Malaysia, Australia, the United Arab Emirates (UAE) and Brazil.

The company's North American headquarters are located in Bellevue, Washington. HTC runs a software design office in Seattle (near its North American headquarters) where it designs its own interface for its phones. In 2011, HTC also opened a research and development office in Durham, North Carolina to focus on multiple areas of wireless technology.

1

Page 5: Brand Audit-HTC

Organization and Major ActivitiesFounded in 1997, HTC Corporation designs and manufactures handheld

wireless telecommunications devices, otherwise known as smartphones, based on Google's Android and Microsoft's Windows Mobile operating systems. (HTC is a hardware platform development partner with Microsoft.) Originally a contract electronics manufacturer, the company now aggressively markets phones under its own brand, ranking as the 98th top brand on Interbrand's Best Global Brands 2011 report. The HTC Dream, marketed by T-Mobile in many countries as the T-Mobile G1 or Era G1, was the first cell phone to feature the Android software operating system. Other devices include the Desire, Explorer, Rhyme, and Sensation. In 2009, HTC moved away from Windows Mobile to expand its focus on Android and, in 2010, to Windows Phone. The stock price has fallen by 90% since 2011.

1997-2006 Logo

HTC Power to Give

HTC takes a broader approach to serving society and making life better. In early 2014, HTC launched HTC Power To Give™. By combining all of the computing power at the fingertips of smartphone users and connecting them to international research projects and institutes, Power To Give™ creates one of the world’s largest supercomputers to advance research on ecological and environmental issues, and to help find cures for diseases like cancer and Alzheimer’s.

2

Page 6: Brand Audit-HTC

HTC also expanded its environmental initiatives to shape the entire customer experience. Its product packaging is 100% biodegradable, and the HTC One (M7) was the first smartphone in the world built to international specifications of complete carbon footprint and lifecycle assessments.

HTC FoundationHTC has long been committed to social care and public welfare, and supports and sponsors the HTC Education Foundation and the HTC Social Welfare and Charity Foundation. HTC advocates humanitarianism and have developed its company character culture at a local level. Through the HTC Foundation and its Summer Family Camp, HTC provide humanitarian and social support to those most in need while also assisting in the teaching and development of a strong sense of character and social values in youth. The company strive to ensure that every child has the opportunity to be part of the next generation of leaders and visionaries. From 2004 to 2012, HTC foundation held 1125 courses, providing education and training for 65,494 persons in total.

3

Page 7: Brand Audit-HTC

SubsidiariesIn 2011,

Brand History

4

Page 8: Brand Audit-HTC

Financial data

2010 2011 2012 2013 2014

278,761,244

465,794,773

289,020,175

203,402,648 187,911,200

Brand Revenue

NT$

2010 2011 2012 2013 2014

44,132,581

68,787,767

18,827,314

-3,970,522

668,770

Operating Income

NT$

5

Page 9: Brand Audit-HTC

2010 2011 2012 2013 2014

39,514,844

62,299,048

17,621,793

-1,323,785

1,483,046

Net Income

NT$

Year

Annual Report

Explanations for any material changes in HTC's assets, liabilities, and shareholders' equity in the most recent two fiscal yearsAssets: Compared to 2013, intangible assets decreased in 2014 as a result of continued amortization and recognized impairment loss form no future economic

6

Page 10: Brand Audit-HTC

benefits of goodwill for this term. Other assets for 2014 also saw a decrease as compared to those for 2013, which was mainly caused by disposal of financial assets carried at cost during this term.Debt: Liabilities decreased from 2013 to 2014, mainly due to lower revenues and related reductions in purchasing and accounts payables.Shareholders' Equity: As treasury stocks for this period were retired, carrying amount of these treasury stocks and capital surplus - premium were debited according to ratios of equity. Differences in capital surplus for the debited treasury stocks were also debited to retained earnings, which resulted in decrease of retained earnings for this year. Other adjustments to shareholders' equity increased mainly due to recognizing exchange differences on translation of overseas subsidiaries. The amount of treasury stocks decreased because of the retirement of these treasury stocks.

Explanations for any material changes in HTC's revenues, operating income, and pre-tax income in the most recent two fiscal yearsCompared to 2013, revenues for 2014 decreased as a result of changes in product portfolio and over-competition in worldwide market for cellphones. Compared to 2013, operating income for 2014 increased as a result of changes in product portfolio and enforced control that reduced related expenses. Compared to 2013, non-operation income and expenses for 2014 decreased as a result of disposal of residual shares of Associates that did not take place during this term. Compared to 2013, other comprehensive income for 2014 decreased due to recognizing exchange differences on translation of overseas subsidiaries.

7

Page 11: Brand Audit-HTC

Key PersonnelCher Wang is a Taiwanese entrepreneur and

philanthropist born in Taipei, Taiwan. As co-founder and

chairperson of HTC Corporation (which manufactured one

out of every six smartphones sold in the United States)

since 2007 and integrated chipset maker VIA

Technologies, she is considered one of the most powerful

and successful women in technology. Wang's father

was Wang Yung-ching, founder of the plastics and

petrochemicals conglomerate Formosa Plastics

Group and one of the wealthiest individuals in Taiwan

before his death in 2008. As of 2014, she is listed as the

54th most powerful woman in the world by Forbes.

8

Page 12: Brand Audit-HTC

Recent NewsDeclining Smartphone Maker HTC Booted From Blue Chip IndexTaipei, Taiwan- Sep 21, 2015 /ABC News/

Taiwan's stock exchange has removed smartphone maker HTC from its index of blue chip companies, signposting the dramatic decline of a business that once ranked as Taiwan's No. 1 brand and dazzled consumers with some of the world's first Android handsets.

The exchange removed HTC from its FTSE TWSE Taiwan 50 index on Monday after the company's market value declined below the level required for inclusion in the market benchmark. The index lists Taiwan's 50 biggest companies which together represent 70 percent of the market's value.

It's a humbling comedown for a company that once sold more than 1 in 10 of phones worldwide, received plaudits for innovation and represented Taiwan's ambitions to spawn its own globally recognized electronics brands.

In the past several years, HTC has struggled because of marketing and supply chain glitches as well as intense competition from Apple, Samsung Electronics and Chinese makers such as Xiaomi. Last month, it announced a 15 percent cut in its staff of about 15,700 after a second-quarter loss of $247 million.

HTC to out One A9 in October, Butterfly 3 and updated One M9+ This MonthSep 23, 2015 /GSMARENA/

9

Page 13: Brand Audit-HTC

HTC has scheduled an event for September 29. At this gathering it's so far been assumed that two devices would make their debut: the Butterfly 3 and the One A9. However, according to some new information from a couple of leakers of all things HTC, that may only be partially correct.

The Butterfly 3 will reportedly be announced on that occasion, but the One A9 will not be at the event. Instead, HTC will reveal an updated One M9+ model. That said, the camera should be enhanced, with OIS and faster focusing, if we go by one previous leak. The Butterfly 3 will apparently only be launched on the Chinese market.

Moving on, the much-leaked One A9, at one time thought to be HTC's next flagship device, is said to become official in October at a major multi-city event in the US. After that, expect to see a big marketing campaign accompany the handset's launch.

On the other hand, past leaks had the One A9 coming with Qualcomm's recently announced Snapdragon 617 SoC, which is part of the chip maker's mid-range line. The One A9 could also sport a 5-inch 1080p touchscreen, 2GB of RAM, 16GB of expandable storage, a 13 MP rear camera with OIS, a 4 MP UltraPixel selfie shooter, and a 2,150 mAh battery. The handset will have a fingerprint sensor, and it might run Android 6.0 Marshmallow. As for pricing, it probably won't be cheap.

Category and Competition ____CategoryHTC Corporation is under the category of handheld wireless telecommunications devices, known as smartphones, manufacturers.Size of CategoryThere are 100+ brands under the category of smartphone manufacturers. Below are the some of the top known smartphone brands besides HTC:

10

Page 14: Brand Audit-HTC

History of Category2007January - Steve Jobs of Apple introduces the iPhone which he refers to as a "revolutionary and magical product."April - Gartner, a technology research company, shares that Microsoft's Windows Mobile, in the first three months of the year, has an eighteen percent share of the smartphone market.November - Google announces that they will offer the Android operating system for free and anyone will be able to use or change it.2008October - Apple announces sales of iPhones for their summer quarter, stating that they have sold 4.7 million devices, giving Apple almost thirteen percent of the smartphone market.November - The G1, the first Android phone is launched. It features a sliding keyboard and limited touchscreen capabilities.December - Microsoft stops Windows Mobile after realizing they cannot compete with the Android and iPhone. They then develop the Windows Phone.

11

Page 15: Brand Audit-HTC

2010January - Apple launches their first edition of the iPad which is a ten inch tablet.February - Android phones begin to appear that feature the same full touchscreen interaction as the iPhone.April - It is announced that Google's Android has gained slightly less than ten percent of the smartphone market in the first three months of the year.September - Another tablet, the Samsung Galaxy is introduced. It is slightly smaller than the iPad, at seven inches.October - Microsoft introduces their first phones running on the Windows Phone operating system. Sales are initially very low.2011January - It is announced that research has shown that smartphones actually outsold personal computers in the last three months of 2010.April - Apple takes the lead, becoming the largest smartphone vendor, and Android becomes the highest selling smartphone platform.June - Nokia and Apple settle a multiple year dispute by signing a patent licensing agreement, and Microsoft starts demanding payments from Android phone makers, with the claim of patent infringements.July - Android takes over forty three percent of the smartphone market in the year's second quarter.October -According to estimates, Samsung is the largest smartphone vendor at this time.November - Android takes over fifty percent of the smartphone market in the year's third quarter.

From 2011 to current times, smartphone technology has become even more advanced and technology continues to improve at a rapid pace. Smartphones have more features than ever before including touchscreen capabilities, GPS, cameras, and much more.

Methods of Distribution Shop at online retailers and the device will be delivered to your house

12

Page 16: Brand Audit-HTC

Shop at traditional brick-and-mortar electronics retail stores or wireless communications carrier stores

Ex. Best Buy Ex. T-Mobile

Major PlayersMajor players in the smartphone industry include manufacturing

suppliers, competing mobile companies in and out of the category, and consumers.Seasonal Factors

Smartphone purchases may vary as consumers may just need a new upgrade on their old phone, or they broke/lost it and need a new one. Seasonal peak times to purchase a smartphone might be during the Fall/Winter time when Black Friday, Cyber Monday and Christmas occur. The seasonal peak also depends on when a mobile company releases its new phone device. For example, Apple releases its new phone annually in September. New phone release attracts large amount of buyers who have been waiting for the new device all year long or just curious of the new features and want to try it out.

13

Page 17: Brand Audit-HTC

Regional FactorsSmartphones usage varies across countries, but they are more widely

used by consumers in developed countries.

14

Page 18: Brand Audit-HTC

Looking at the graphs above from 2011 to 2014, big brands, such as Samsung, Apple, LG, and Sony, still make up the largest market segments in North America and Europe. However, year on year growth for Apple hit a brick wall come the end of 2013. The company ended up on just 9% growth in North America compared with 2012, and 13% in Western Europe. This year Samsung has faced similarly slow growth of just 9% in the second quarter and also saw shipments in Europe fall by a massive 27%. Samsung is far from disaster, it remains the largest manufacturer in every regional segment. LG was the best performer in North America last quarter, in terms of growth, and managed to increase its market presence to 11.9%. However, HTC, Sony, and Motorola have seen their shipment figures remain virtually flat, partly due to the lack of new device releases.  Familiar brands in the West, such as LG, HTC, Mortorola, and Sony, each occupy 2% or less of the Asian Market.

Legal ConsiderationsLike other manufacturing businesses, mobile manufacturing companies

have to follow rules and guidelines like safe manufacturing environment, reduced environmental effects, secure workplace, and safe products. The mobile companies also have to make sure to monitor disclosures, sort out privacy issues, accept consent or permission from consumers, prevent hidden charges on phone bills, and avoid patent problem.

Products within Category ____Share of Category by Product

15

Page 19: Brand Audit-HTC

Product-Form DescriptionSmartphones comes with different sizes, shapes, and thickness.

Usually they are rectangular-shaped with front & back camera and touch screen. A good smartphone has a long-lasting battery life, fast speed processing, clear display, great camera, and plenty of storage space.New Product Introductions

Wireless charging has become a new feature in more and more Android devices lately. Wireless charging is a way to charge your phone, tablet, or other device without using any wires.

16

Page 20: Brand Audit-HTC

Benefits and Appeals of New Product Greater convenience and ubiquity for charging of everyday devices Reduce cost associated with maintaining mechanical connectors Safe powering or charging devices that need to remain sterile or

hermetically sealed (waterproof) Prevent corrosion due to elements such as oxygen and water Eliminate sparks and debris associated with wired contacts

New PackagesHTC phone packages are square-shaped with round edges.

InnovationsHTC begins to branch out from the mobile world with its first lifestyle

camera. The HTC RE is a small, handheld camera that works as a standalone device, as well with Android and iOS. It's a 16-megapixel shooter using a Sony DSC sensor that is pretty fun to use — just hit the button up top to start shooting. It does still pictures as well as video and includes a slow-motion mode, and time-lapse mode.

17

Page 21: Brand Audit-HTC

Recent News about Product Category (Competitors)iPhone 6s & iPhone 6s Plus Arrive on Friday, September 25CUPERTINO, California — September 21, 2015 —/Apple.com/

Apple today announced iPhone 6s and iPhone 6s Plus, the most advanced iPhones ever, will be available at 8:00 a.m. local time on Friday, September 25 at Apple’s retail stores. Stores will have the new iPhones available for walk-in customers who are encouraged to arrive early. Both models will also be available on Friday from AT&T, Sprint, T-Mobile, Verizon Wireless, additional carriers and select Apple Authorized Resellers. Apple also announced the fastest iOS adoption ever, with more than 50% of devices already using iOS 9.2

iPhone 6s and iPhone 6s Plus bring a powerful new dimension to iPhone’s revolutionary Multi-Touch™ interface with 3D Touch, which senses how deeply you press the display, letting you do essential things more quickly and simply. The new iPhones introduce Live Photos, which bring still images to life, transforming instants frozen in time into unforgettable living memories. Live Photos, 3D Touch, 12-megapixel iSight® camera, 5-megapixel FaceTime HD camera with Retina® Flash and more are powered by the Apple-designed A9 chip, the most advanced chip ever in a smartphone, delivering faster performance and great battery life. iPhone 6s and iPhone 6s Plus are designed with the strongest glass on any smartphone and 7000 series aluminum, the same alloy used in the aerospace industry, in gorgeous metallic finishes that now include rose gold.

iOS 9 brings more intelligence to iPhone with proactive assistance, powerful search and improved Siri features, all while protecting users’ privacy. Built-in apps become more powerful with a redesigned Notes app, detailed transit information in Maps, and an all-new News app for the best news reading experience on any mobile device. The foundation of iOS is even stronger with software updates that require less space to install and advanced security features to further protect your devices.

18

Page 22: Brand Audit-HTC

Brand Analysis

Brand Analysis ____Top brands by dollar or unit sales

Growth trends of top brands1) The release of the new Apple Watch is leading the mobile tech to enter

a brand new phase when it comes to wearables.

2) Mobile payments will grow

19

Page 23: Brand Audit-HTC

3) Larger screens and thinness

4) 4G devices

5) Samsung Galaxy S6 Edge- Curved glass screen feature- able to show time, notifications and messages.

Category share by country and by region

20

Page 24: Brand Audit-HTC

Pricing trendsThe pricing policy of HTC is typically skimming price which is typical of

most mobile manufacturers nowadays. The pricing is implemented with lot of background check of the markets, their competitors and the consumers who will ultimately buy this product. It has faced a lot of debate relating to the fact that whether it is interested in desiring high revenue within the first few months of the launch of a product or it desires revenue that is long term based with some cost cuttings.

Usually the introducing prices of mobiles are very high and later they tend to drop but by that time, the sales figure also drops so HTC has flexible pricing policies for different products depending on their search results. Technology has also made a huge impact in cutting down the costs of products with better manufacturing and subsequently better management processes. In order to maintain pricing policies with the current market, the company provides various discounts so that the cost of the mobile comes down.

Over the last two years, there has been a dramatic shift in sales, as more people are buying affordable smartphones that cost less. Meanwhile, Samsung and Apple can get away with charging top-shelf prices for their popular, flagship phones. In the end, it’s all about supply and demand.

21

Page 25: Brand Audit-HTC

Recent news about competitor brandsApple’s Smaller iPhone Could Launch in FebruaryMax Slater-Robins- Dec 2, 2015 /Yahoo! Tech/

Apple’s smaller iPhone, rumored to be called the 6c, could be announced in January 2016 ready for a February launch, according to Chinese blog TechWeb which cites “Foxconn insiders.”

The 6c would follow on from the 5c, an “unapologetically plastic” device that the company killed last year. Both iPhone models — the 6S and 6S Plus — have large screens which some users find hard to use. The device would feature an all-aluminum design, making it light and, most importantly, putting it in-line with Apple’s higher end iPhones. Beyond the aluminum body, the 6c would be unlikely to

22

Page 26: Brand Audit-HTC

support 3D Touch, the headline feature of the iPhone 6S, according to the report. The device could support TouchID and Apple Pay. Samsung Sells More Phones — but for Less MoneyJonathan Cheng- Nov 1, 2015 /WSJ Tech/

Samsung Electronics Co. is selling more smartphones than it was this time last year. Last week, the South Korean smartphone giant celebrated its first quarter of year-on-year mobile profit growth since 2013. Samsung has been selling more cheap smartphones, and fewer high-end premium devices, than it did even compared to Samsung’s rocky 2014, according to numbers from data firm Counterpoint Technology Market Research. Samsung shipped 84 million smartphones in the third quarter of 2015, 6.3% more than during the same stretch last year and more than the No. 2 and No. 3 players, Apple Inc. and Huawei Technologies Co., combined, according to Counterpoint. But while 55% of its smartphones were priced at $301 per unit or more at this time last year, that high-end segment has fallen to just 40% of Samsung’s overall smartphone sales, Counterpoint said. Phones priced $200 or below now account for 38% of total units shipped at Samsung, versus 30% this time last year.

While Samsung is indeed shipping more smartphones, it isn’t charging as much for them — or making as much money from them as it may have during the days of 2012 and 2013. The numbers also suggest that Samsung is willing and able to take the fight to the low-cost Chinese competitors that emerged in 2013 and 2014, eating away at its market share and profits.

Consumer Profile ____Demographic of users

Just over half (51%) of Smartphones used by online U.S. adults are being used by Millennials, according to the latest survey results from Metafacts Technology User Profile.

These subscribers born between 1977 and 1994 and age 18-35, make up the highest share of HTC Smartphones, and index at 115, with a statistically higher share than Apple, Samsung, LG, Motorola, or RIM, at a 99% confidence level.

23

Page 27: Brand Audit-HTC

Frequency of purchase/usageNearly two-thirds of Americans are now smartphone owners, and for

many these devices are a key entry point to the online world. 64% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011. Smartphone ownership is especially high among younger Americans, as well as those with relatively high income and education levels.Place of purchase

Most smartphone shoppers convert in stores, while tablet shopping tends to be completed online (56 percent). The report says that 77 percent of smartphone-based purchase activity occurs in-person, offline.

The majority of smartphone users expect retailers to be within five miles of their location (57 percent). 24 percent of smartphone users consider local proximity of the business to be the most important search variable.Heavy-user profile

Smartphones are right up there with wallets and keys as items consumers cannot leave home without. On average, consumers spend 3.3 hours each day using their smartphones, according to new data from digital marketing firm ExactTarget. 85% of smartphone owners say mobile is a central part of their day-to-day life, with 90% of those ages 18 to 24 in agreement. One of the biggest reasons consumers spend so much time with their smartphones is to virtually interact with their friends. 75% of smartphone owners say they check a social network at least once a day from their device.Awareness and attitude

During the height of its popularity in 2011, HTC gained plenty of public awareness as it was ranked 98th on Interbrand’s Global Best 100 Brands and #1 on Interbrands’ Top Taiwan Global Brand. However, even with these

24

Page 28: Brand Audit-HTC

public recognitions of its innovative HTC One M7, HTC tumbled in profits and sales these last few years. There is a lack of marketing in HTC as it needs new brand awareness. General public are aware of the HTC brand but few of the brand’s features stand out in consumers’ minds that rival Samsung and Apple.Decision makers vs. purchaser

Based off of the “Mobile Path to Purchase” research by Nielsen, xAd and Telmetrics, they found that “more than half (55%) of mobile retail shoppers ultimately make a purchase.” It also found that over 30% of smartphone owners and 25% of tablet users had immediate needs and wanted to make purchases within an hour. However, most tablet shoppers “have longer purchase cycles with deeper research intent as 41% percent take a month or longer to make a purchase.”Normal purchase cycle

Beside from losing or breaking their phones, Americans replace their cell phones every 2 years when their 2-year contract ends. This habit has helped rank Americans as the people who change their phones the most often in the world, according to latest data from Recon Analytics. It shows that Americans change their cell phones every 21.7 months, while Finns in contrast have one of the oldest devices in their pockets and are changing phones every 74.5 months. The UK and Korea also treat cell phones like disposables with a 22.4-month and a 26.9-month handset replacement cycle, respectively. Brand loyalty/switching

25

Page 29: Brand Audit-HTC

Based on a research from BI Intelligence:

Smartphone brand preference tilts toward Apple devices among the respondents. About 52% of respondents say they own one of the iPhone models. Apple ownership is even higher among US respondents, at about 57%. 

Already 12% of respondents own one of the new iPhone 6 or 6 Plus handsets. These models had only been on the market for three weeks when we finished our survey at the end of October.

Almost half of the total respondents plan to buy a phone in the next six months, and a majority of them, 55%, plan to buy an

26

Page 30: Brand Audit-HTC

iPhone. In second place behind Apple is Samsung, garnering about a 22% share of purchase intent. 

The iPhone 6 Plus is already seeing fast adoption.   Of the future iPhone buyers, one-third said they would buy the super-sized iPhone 6 Plus. The larger screen size was the big selling point.

Platform lock-in and loyalty is very high: 90% of consumers say they want to stay on their current mobile platforms, whether that's Android or iOS. Only about 8% of respondents planning to buy a new phone in the next six months say they plan on switching from one major mobile platform to the other.

Advertising/Marketing Communications ____Creative strategies of your top brandsApple

Apple’s “Your Verse” campaign of 2014 makes the story all about you. The campaign’s hub showcased stories of how different people were using the iPad to do amazing things, like how a hearing-impaired user travels the world with the help of translation apps and how a choreographer shapes his Bollywood routines. When it comes down to it, some say Apple’s products are so ubiquitous the company doesn’t even have to do any content marketing. Apple creates the devices that help others create content marketing.

In 2015, Apple’s new iPhone 6 advertising campaign puts the focus on consumer’s creativity, not theirs. The outdoor campaign was called “Shot on iPhone 6.” Apple also created a “World Gallery” where all of the images and videos shot on an iPhone 6 are housed. There was no claims in the campaign about Apple. By focusing on actual films and images created by actual people, Apple avoids making any gratuitous and tired claims about the number of pixels the camera delivers, how cool the slow motion feature is, or how epic a landscape can be. The campaign doesn’t try to convince the audiences of anything, yet convinces the audiences of everything at the same time. It shows what others have done with the iPhone 6, credits each creator, which is powerful.

27

Page 31: Brand Audit-HTC

Samsung

Samsung’s strategy is based as much on groundbreaking marketing as on groundbreaking technology. The company has spent lavishly on advertisements featuring celebrities, innovative marketing partnerships, and training employees.

During the launch of The Samsung Galaxy S4 back in 2013, Samsung created a staring contest called “Stare down” campaign to promote its new product line. To promote the Galaxy S4's eye-tracking feature — you can scroll on the phone without touching it — Samsung installed a booth on a busy platform in Zurich railroad station and offered any passenger a free Galaxy S4 if they could stare at it for a full hour without the phone detecting they'd looked away. It was not easy as there were several forms of distraction such as police dogs, arguing couples, stunt motorcycles and even hot dog vendor on fire. One guy eventually make it through the hour and got himself a S4.

Meanwhile, Samsung also got artsy with user-generated content by launching its “Incredible Art Piece” campaign to promote the Galaxy Note Pen Stylus. Breaking the Guinness World Record for most artists working on the same art installation (300,000+), Samsung Mobile India invited participants to submit a digital drawing through the Incredible Art Piece microsite, Facebook app, or email.

Specific promisesHTC has confirmed that its 2014 One M8 handset will receive an

Android M upgrade. Google has promised to release the software this fall, but it will take longer for HTC and other third parties to prepare the software for their own devices. With that in mind, there won’t be too many Android M updates for non-Nexus devices until early 2016. HTC promises that HTC One M8 & M9 can expect the Android Marshmallow update starting by the end of 2015.

28

Page 32: Brand Audit-HTC

AppealsLatest HTC One M9 appeals to Samsung Galaxy S6 and iPhone 6

lovers. The new device have Qualcomm Snapdragon 810 octa-core chipset inside made up of a 2GHz quad-core Cortex A57 running alongside a 1.5GHz quad-core Cortex A53 setup. All this will be joined by 3GB of RAM as well as Cat 6 LTE connectivity. BoomSound speakers will be returning alongside Android Lollipop and HTC’s Sense 7. The camera has been bumped up to 20MP and features a new set of filters and overlays to customize photos. One thing the HTC One M9 has that other smartphones don’t is stereo speakers. The manufacturer upgraded the Boomsound speakers from the One M7 to the One M8, continuing to do the same with the latest iteration in the One series.

29

Page 33: Brand Audit-HTC

ClaimsThe new HTC One A9 looks a lot like the iPhone, but HTC claims that

the iPhone 6 copied its phone designs. HTC’s president of North Asia operations Jack Tong addressed this issue saying “We’re not copying. We made a unibody metal-clad phone in 2013. It’s Apple that copies us in terms of the antenna design on the back.” He’s referring to the HTC One M7, which uses bands at the top and bottom of the metal body for antenna function, the same method Apple adopted with the iPhone 6.

Comparison HTC One M7

Special effectsZoe Camera

Zoe is a section on the HTC camera app where you holds the shutter for long enough to take a video, you'll also get up to 20 frames of stills, including a few from before you actually pressed the shutter.Duo Camera Effects

The HTC One M8's Duo camera setup uses the standard 4-megapixel "Ultrapixel" sensor in tandem with a smaller depth-sensing camera to capture distance information along with standard photos. It knows how far away the stuff in your pictures is. And it lets the phone add intelligent defocusing and artistic effects because it knows what's closer and what's further away. On top of that you can add stickers such as hats, glasses and crazy hair to your shots, and touch up faces to remove blemishes. And there's an array of filters you can apply to your photos, along with the usual options for cropping, rotating and framing shots.

30

Page 34: Brand Audit-HTC

Examples of your past and current executionsPast

With sales plummeting, the company retired its ineffective “Quietly Brilliant'” tagline in 2013 in favor of a bolder, more aggressive approach.

In 2013, HTC unveiled a new marketing campaign that feature a series of YouTube, cinema and TV spots starring actor Robert Downey Jr. Called “HTChange”, the new brand platform is a long-term investment for the troubled Taiwanese manufacturer that will try to get people interested and talking about HTC. In the ad, Downey injects some energy — and ambiguity — into the brand by exploring other products and objects that share the abbreviation. A Hipster Troll Carwash, Hot Tea Catapult and Humongous Tinfoil Catamaran all feature prominently, which concludes with the words "Here's To Change."

Aiming at rebuilding the company’s lost brand power around the HTC One, HTC allegedly spent $1 billion for this ad campaign, which some doubted whether HTC’s decision was worth it in bringing in sales. After a brutal sales slump that has continued for years, HTC seems convinced that the problem isn't really in the products themselves, but rather - the lack of media presence. Meanwhile, the company's biggest rival, Samsung, has been pouring tons of marketing dollars over its mobile devices, and those investments have obviously produced the results the Korean company has been looking for. HTC will be trying to counter this with the 'Change' brand platform. Featuring Robert Downey Jr. did created a great buzz and sensation on the Internet, spreading brand awareness of HTC. However, the campaign didn’t really drive as many customers as HTC wanted in buying its devices.

31

Page 35: Brand Audit-HTC

In 2014, Gary Oldman, a well-respected actor of many, became HTC One M8’s spokesman. Oldman, replaced Robert Downey Jr, sitting at a desk in a glass-and-chrome house as he talks about the new HTC One. The HTC One (M8) has great design and performance, but the question will be whether it's enough to rescue HTC, who has seen its market share drop precipitously over the last few years as competitors such as Samsung have encroached on its areas of business.

Present

In the summer of 2015, HTC released three new blind test adverts comparing app loading speed, audio and selfies. One of the many reasons companies tend to utilize blind trials is when they feel that their product is comparable or better than its competitors. This leads to the assumption that the reason sales are down is a lack of knowledge of their product and/or misconceptions. These blind trials are then shown with the hopes that potential consumers will decide to interact with the product next time they are in the market for a phone. The 3 blind trials focused on the front camera’s performance in low light conditions, the sound quality and finally the speed when switching apps. In this case, it is claimed that the trial includes three leading smartphones. We know that in the speed test the M9 was pitted against an S6. The ‘Selfie’ and the audio test were against the iPhone 6. The tests were not accurate with each having bias and not being representative of real world scenarios, however it was clear that these were targeted at a non-power user audience.

Info on competitive brands

32

Page 36: Brand Audit-HTC

Apple posted a new iPhone 6s commercial to its YouTube page touting the handset's new Siri Hands Free feature with the help of comedian and actor Bill Hader.

Samsung has gone back to bashing Apple in its new ads for the Galaxy S6 Edge and its wireless charging feature.

Media ____Category and brand spending

SeasonalityThe seasonal considerations for a given campaign go beyond the exact

products being promoted and extend to the chosen media (e.g., TV, mobile, signage, etc.) along with how the target consumers are engaging with that platform.

Examining North American usage data, seasonal changes impact the mobile technology. The smartphone user base is much larger, requiring some additional creativity on the part of marketers when mapping out campaign timing, format, and focus in order to maximize their efforts.

33

Page 37: Brand Audit-HTC

RegionalityIf using phone device in a different country, the user may need another

carrier ID that works in that region. Different regions have different phone trends, usage of apps, and language on the device.Media employed by top brands

Apple has invested in creating commercials for television, billboards, and magazines that showcase their products in such a way that their customers feel an affinity towards Apple’s products.

Samsung spent lavishly on advertisements featuring celebrities, innovative marketing partnerships, and training employees in phone stores to become experts of their devices.Spending patterns

Like with the seasonality of media, there is similar trend with spending patterns. Spending increases during new product launch to market and advertise its new product out to the public with various campaigns. Also, spending increases during major sports events like the Super Bowl, which is the time for brands to stand out and raise its brand awareness with its creative advertisement.Spending compared with market share

34

Page 38: Brand Audit-HTC

Competitor spending

Promotions ____Promotions used in category

When releasing a new, innovative smartphone product or product line, launch events are held to create awareness and publicity. A launch will be directly responsible for the level of immediate and post-launch sales that is

35

Page 39: Brand Audit-HTC

generated. The product launch is meant to generate a lot of buzz and aim to build sales momentum.

Major brand promotion types and examplesUsually, the major brand promotion types include rebates, app store

gift cards, one week coupon & promo codes, discount deals, free offers etc. Most deals are within a specific time period and require some sort of actions from the consumers beforehand.

Examples: Apple offered a $60 iTunes Gift Card that can be used towards an

Apple Music membership when you buy an eligible Beats speaker or Beats headphones.

Samsung will give a free wireless charger for activating Samsung Pay.

HTC offered $100 credit for old phones with purchase of new HTC One

Success rates of promotions HTC has become a sponsor for numerous sports activities as part

of its promotional strategies. It became a sponsor for the professional cycling team, called “HTC- Highroad Cycling Team”, from the year 2009 to 2011.

In the year 2012, it became the official sponsor of UEFA Europa League and the UEFAChampions league. It also became their

36

Page 40: Brand Audit-HTC

official supplier of mobile phones. This three-year contract has been a huge promotional boost for them.

In honor of reaching one million subscribers, TIDAL announced TIDAL X: 1020, the first in a series of philanthropic music events curated by the streaming service. Sponsored by HTC, The charity concert took place on Oct. 20, 2015 at Brooklyn’s Barclays Center. An all-star lineup included Beyoncé, Prince, Nicki Minaj, Usher, Lil Wayne, T.I., and so on. The show streamed live on TIDAL.com and HTC.com. All proceeds from ticket sales will benefit the New World Foundation to help charities with civil rights causes.

HTC partnered with HopeLine from Verizon as it is raising awareness about domestic violence through a compelling video that issues a rallying cry for more resources to help domestic violence survivors heal and rebuild their lives. People can make a difference by purchasing the exclusive Verizon HTC pre-paid

37

Page 41: Brand Audit-HTC

Desire 526 bundle at any Walmart store and HopeLine will make a donation to help survivors of domestic violence.

HTC launched a promotion with Verizon, customers who purchased a One M9 on Verizon received $100 in Google Play credit. The $100 credit is good for content purchases through the Google Play Store for apps, games and media content. This promotion runs until the end of October 2015.

Competitor Promotions For its 2015 Back to School promotion, Apple will let qualified buyers

get a free pair of $200 Beats headphones with the purchase of an iMac, MacBook, MacBook Pro, MacBook Air or Mac Pro. Qualified buyers — which include K-12 “faculty, staff, students, and parents that are individual end users” — can choose to receive a $200 credit for either a pair of Beats Solo2 On-Ear Headphones or Beats Solo2 Wireless On-Ear Headphones.

Samsung is getting into the holiday shopping spirit by kicking off its "Gifts of the Season" promotion. Beginning Friday and running through November 22, US customers who purchase the Samsung Galaxy S6 , S6 Edge , S6 Edge+ , or Galaxy Note 5 at full retail value can pick up goodies worth a few hundred dollars each. In addition to the gift promotion, customers who activate Samsung Pay on these Galaxy smartphones can score a $50 cash rebate. The two deals work together, and applies if you've already bought one of the phones, but haven't yet activated Samsung Pay. Moreover, Samsung will give a free wireless charger for activating Samsung Pay. Samsung is also forking over $100 in Google Play credit to anyone who trades in an iPhone for a Samsung phone.

Digital Strategies ____Website

38

Page 42: Brand Audit-HTC

Purpose of SiteThe site has more information on product lines and the latest product

such as One A9. There is more details for the features of each HTC devices and the ability to purchase off from the site. There are also tabs for HTC device accessories, software & apps, and customer support.Ecommerce Activities

Online retailing has become a popular alternative distribution channel and experienced significant growth in recent years due to its convenience. HTC’s website is well-designed for consumers to navigate and purchase their devices. HTC devices can also be purchased on other ecommerce sites like Amazon, Best Buy, Fry’s, etc.Social Media ActivitiesHashtags: #BeBrilliant, #HTCOneME, #HTCOneA9

Facebook:Followers-HTC 5.84 Millions, HTC USA 1.4 MillionsTwitter:Followers-HTC 1.47 Millions, HTC USA 216KInstagram: 437K followers, 673 posts

Youtube: 344K Subscribers, 507 videosVine: 57.4K followers, 1+ Millions loops

39

Page 43: Brand Audit-HTC

HowSociable.com is a site that measure a brand’s influence via social media platforms. It provide a “social score” which is a numerical measurement of the level of activity on your social media account during any given week. The score ranges from 0 to 10 – 0 meaning your brand had no influence on social media, 10 equaling a complete domination of social media influence. For the week of November 23-30, the magnitude came to 5.3.

SEO

40

Page 44: Brand Audit-HTC

41

Page 45: Brand Audit-HTC

Market Automation Efforts

42

Page 46: Brand Audit-HTC

After searching HTC on Google, the brand will appear as an ad on the sidebar in other sites, assuming you are interested in their devices. HTC’s sponsored post is also spotted on Instagram once in a while.Hootsuite

Keyword Streams: HTC, One A9, One M9Hashtags: HTC One A9, HTC One

Social Media Strategy & Executions

HTC is trying to move away from its old logo “Quietly Brilliant” to the new logo “BeBrilliant”. The company is trying to reposition itself as a playful, innovative company which you can tell through their social media content. They mostly post pictures of people having fun and going on adventures. HTC keeps on emphasizing itself as innovative, ever-changing futuristic device. I can see the brand being playful, bold, however, I don’t see the innovative, futuristic side of the brand. In the consumers’ minds, there is few features of HTC that stands out compare to its competitors. Its recent update on its products has hardly any changes, nothing innovative or big change of their device. Even their latest new One A9 was criticized for copying iPhone, due to the similarity of the design. Monitoring the comments on Hootsuite, I saw a lot of people talking about the same thing as in HTC is not

43

Page 47: Brand Audit-HTC

innovative and changing like it says. The playful, bold strategy and executions suit the brand, but the innovative, ground-breaking part of it does not. If HTC wants to be seen as an innovative brand, then it needs to come up with new, cool features that can clearly set it apart from its competitors and market its brand well.

Other Pertinent Information ____Personal Interview

I interviewed Aaron, a T-Mobile retail store associate, about what his thoughts on HTC are and his knowledge about the brand based off of the customers he interacted with. Aaron has been a T-Mobile retail store associate for 8 months so far, so he has a pretty good understanding of where each smartphone brand stands in the market. I asked him how often do customers buy HTC, he said that within 10 customers, 4 will buy Apple, 4 will buy Samsung, 1 will buy LG, and 1 will buy HTC. In short, usually 10% of customers will buy HTC. I asked him, what are most of the reasons when customers choose HTC over other phone brands? Features that stand out? He answered, “Definitely the metal casing. The customers love the feel and quality of it. Also the dual front speakers as it has great sound quality.” I asked him, “Where do you see HTC stand in its market right now in terms of its competitions?” He said that he sees LG as more of a competitor of HTC than Samsung, since Samsung is the ultimate, top-notch Android brand. HTC definitely needs to improve more on its innovation, awareness, and marketing. Their products are good but it is just that not many people know about the brand.” In terms of pricing, Aaron said HTC’s price is better compare to LG.

Brand Value ____In the past, the HTC One had unanimously received top reviews and was

considered by smartphone enthusiasts as the phone to beat. Superior build, solid camera, and a novel user interface make it “the best, most well-rounded smartphone on the market today,” according to Engadget columnist, Zachary Lutz

However, HTC’s brand value has decreased as past quarter sales in the US have been less than stellar and global sales have continuously declined for the

44

Page 48: Brand Audit-HTC

last ~8 quarters. Meanwhile, consumer electronic powerhouses, Samsung and Apple, continue to drive strong sales in the US, collectively holding approximately 60% of total smartphone market share, according to data from comScore.

HTC, the brand, failed to address that smartphones have become as much a status symbol as they have a utility. HTC’s first major campaign promoted “Quietly Brilliant,” which was the brand’s understated yet high quality appeal. While the concept embodied the brand’s positioning, it may not have created enough emotional resonance to give consumers a good reason to consider the brand when shopping for a phone. To make matters worse, variations of the same model of the HTC smartphone were released across four different US carriers. Each phone had slightly different specifications that created a lack of product consistency, which diluted the effectiveness of marketing individual product brands. 

Despite missteps in brand management, the current state of HTC presents marketers with a unique opportunity. While brands such as Apple and Samsung are in the 99th percentile in brand equity performance, HTC’s BAV brand equity pillar composition positions it perfectly for movement into a Leadership position on the BAV PowerGrid. As shown below, HTC portrays an ideal pillar pattern for future momentum, leading with high Energized Differentiation, which measures a brand’s magnetism and ability to stand out from competitors.

45

Page 49: Brand Audit-HTC

HTC did try to change their brand image by kicking off a $1 billion dollar brand campaign titled, “Here’s to Change,” starring Robert Downey Jr. as spokesperson. The campaign is intended to, “demonstrate HTC’s role as a change-maker.” Critics of the campaign say that the big push in spend may have come too late, nearly half a year after the release of the flagship HTC One. While the success of the campaign remains to be seen, the BAV data indicate that HTC’s decision to increase spending on advertising is necessary to move the brand into the smartphone category. As illustrated in below, Brand Strength is strongly correlated to advertising spend. 

46

Page 50: Brand Audit-HTC

HTC’s bold move to increase ad spend amidst continuous declines in sales performances highlights a significant shift in the organization. It is a sign that the HTC brand is now being treated like an asset that needs persistent investment and attentive management.

HTC’s recent trading – which has seen a 60 percent devaluation in the stock price this year – has effectively left the brand with no value, as its market capitalization of NT$47 billion ($1.5 billion) is less than its cash on hand position (NT$47.2 billion).

As a result of this trading, the company’s trading means the only thing valuable to shareholders is HTC’s cash position and effectively means the Taiwanese company’s brand, factories and buildings are worthless. It’s a far cry for the company who was once the best selling brand in the U.S. and its product strategy has played a large part in this decline.

47

Page 51: Brand Audit-HTC

Brand Exploratory

Brand Analysis ____Quantitative Research

Created an online survey with 10 questions. There were 33 respondents who answered the survey.Questions:

1. Gender

2. Age

3. What brand is your current smartphone device?

48

Page 52: Brand Audit-HTC

4. Where did you buy your smartphone?

5. Which mobile operating system do you prefer?

6. What qualities do you look for in a smartphone? (Check all that applies)

7. Do you have a strong brand loyalty to your current smartphone brand?

49

Page 53: Brand Audit-HTC

8. If given the choice to choose an Android phone, which brand will you choose?

9. What do you know about the brand HTC?

10. Have you ever considered buying a HTC phone?

Analysis:As expected, Apple and Samsung are the leading smartphone brands that

most respondents have. Apple takes up 55%, while Samsung is at 21%. Like the place of purchase section in this audit, customers still prefer to shop for their smartphone in-store locally with 63% in phone carrier stores and 22% in retail stores. In terms of qualities people look for in a smartphone, the top 4 qualities from the survey are

Screen resolution and quality Battery Life

50

Page 54: Brand Audit-HTC

Camera Storage

The brand loyalty from the respondents turned out to be not that big as 56% of them are loyal to their brand while 44% are not. For the choice of choosing an Android phone, 55% responded Samsung which is no surprise as it is the top player of Android. It is nice to see some people will choose HTC, with the same amount of people choosing Sony or Motorola. HTC brand awareness is not that strong as 34% has basic knowledge of the brand while 16% heard of the brand but don’t know much. 58% of respondents replied “No, not really” when asked if they ever considered buying a HTC phone, since most of them may be loyal Apple fans who prefer using Apple, not Android.

Qualitative ResearchInterviewed 5 respondents who are HTC users to get insights on how

consumers feel about the product they are using. The interview was conducted by asking 6 free response questions.

Respondents:A. Female, Age 22B. Male, Age 20C. Female, Age 23D. Female, Age 22E. Female, Age 21

Questions:1) Which model of HTC phone do you have?

A. I have HTC One M7B. HTC One M7C. Currently HTC M8D. One M7E. HTC M8

2) Is your current HTC phone your first HTC product?A. YesB. YesC. No. I used to own HTC Tattoo when I was in high school and HTC

Butterfly in my freshman and sophomore year.D. NoE. Yes

3) How long do you have your current HTC?A. 1 yearB. 3 years

51

Page 55: Brand Audit-HTC

C. Since 2015 January. Less than a year.D. 2 years+E. Around a year

4) Why did you choose HTC in the first place?A. I didn’t want an iPhone but I wanted something as good as the

iPhone.B. Didn't want a large phoneC. Music player and screen quality are my main concern. HTC did

well in media part.D. Sound and video quality+designE. Good design and quality. I wanted Android customization

5) Do you like your HTC? What do you like about it? Don't like about it?

A. Yes, I like it a lot. It is a very convenient phone and fast. The camera has a glitch during night pictures.

B. HTC One M7 is less than 5 inches. It runs really well, it never breaks from a drop. Everything about it is great, but the camera is very very bad.

C. I surely do. The music system is over expectation and get well with all kinds of headphones. However, the internet connecting speed is lower. For example, when you send pictures via SMS or search something on Google, it’s slower than iPhone product in same period.

D. I love it. Love the sound and design and the familiarityE. Love it. The screen size is just right. Camera and sound qualities

are great. Battery life is good. Able to customize the layout. I don’t like that there is no group chat function in SMS and pictures take a few minutes to send in SMS.

6) If you have the choice to change to a new phone, will you still choose HTC?

A. YesB. Probably won’t choose HTC again till they fix the camerasC. I guess I will still choose HTC since HTC is the only phone that

can fulfill my needs. The camera, music player, screen quality are all nice. Since media stuffs are still my primary concern, I will still choose HTC. However, the newest model is not that amazing and can’t see a great improvement so far. I will just wait and see the trend.

D. YesE. Yes, but only if it releases something new that is innovative and

appealing.

Recommendations

52

Page 56: Brand Audit-HTC

Once the best-selling smartphone brand in the US, HTC has hit some hard times as it is currently struggling in raising their sales and facing a financial downfall. HTC needs to make some major changes to get back up. People love its devices and hardware, and HTC has a loyal fanbase, but it is not enough to save the company right now. After conducting research and comparing what other brands are doing, the following list are observations and recommendations that could help improve HTC’s brand image and value. To regain some ground, HTC has to step it up to their game.

Based off of my interview with a sales associate and my quantitative research, HTC doesn’t have a strong brand awareness. It needs to put in the effort to come out with strong marketing campaigns and spend more budget on advertising. Just by doing celebrity endorsements with Robert Downey Jr. and Gary Oldman are not enough. HTC needs to come out with better product strategies and promote its product features to actually convince the buyers why they should choose HTC. They need to clearly position its brand and identify its target market. Based off of my research, almost half of the respondents don’t have a strong brand loyalty with their smartphones. HTC can take this chance to prove itself by convincing prospect customers what is good about the brand.

According to my personal interview and monitoring the comments on social medias, what differentiate HTC from its competitors are its metal casing and dual front Boomsound speakers. The sound quality of its Boomsound speakers is top-notched as some respondents from the qualitative research enjoy the feature. Since these two features are what sets HTC apart from its competitors, HTC need to keep these features. Based on the latest news about the new release of HTC One A9, HTC dropped the Boomsound speakers to a single speaker, which is definitely the wrongdoing on their part. They should not take off the Boomsound speakers as it is what most of its customers enjoy. Instead, they need to focus more on coming out ideas for other features and new designs to appeal to the general public. My research shows that current HTC users love HTC’s screen size, which is not too big or small. This definitely stand out among its competitors as Apple and Samsung’s phones are going for bigger screens, which may not be what some customers wanted. Also it seems like HTC did improve its camera quality as people in my research who has HTC One M7 complained about the camera while people who has HTC One M8, the newer model, love the camera. HTC needs to reach out to its HTC One M7 customers, ensuring that they have made improvements on the camera to keep their brand loyalty.

HTC need to clearly identify its own brand image and personality. The company market its brand as in innovative and changing. However, buyers cannot see HTC as an innovative brand if it doesn’t announce any new features. To become a company that is open to changes, HTC needs to step up in designing a new ground-breaking model for its One device. A new device that has a futuristic look that doesn’t look like a copycat of other

53

Page 57: Brand Audit-HTC

brands. Based on my qualitative research, the current HTC users are considering in buying HTC devices for their next phone, but they are looking for a new innovative design and cool, amazing features. HTC needs to plan out a great, remarkable design that will surely keep their brand loyalty.

HTC has struggled in the face of stiff competition from Samsung as well Chinese brands such as Huawei and Xiaomi, which is selling a lot of mid-range phones. There are simply too many Android brands on the market right now, and some, like LG, are making only 1.2 cents in profit per handset sold. HTC need to differentiate its brand well in terms of pricing to stay in the market.

Referenceshttp://bavconsulting.com/why-brand-building-matters-the-htc-anomaly/http://bgr.com/2013/08/12/htc-advertising-campaign-criticism/http://blogs.wsj.com/digits/2015/11/01/samsung-sells-more-phones-but-for-less-

money/http://marketingland.com/seasonality-mobile-device-usage-warmer-weather-tempers-

tech-95937http://marketingland.com/study-77-percent-of-smartphone-driven-retail-purchases-

happen-in-stores-45068http://marketrealist.com/2014/04/samsung-still-leader-us-smartphone-ad-spending/http://mashable.com/2015/01/02/mobile-trends-2015/#mPrKEbi2mkq6http://phandroid.com/2015/10/30/samsung-pay-galaxy-free-wireless-charger/http://pocketnow.com/2015/07/01/smartphone-freebieshttp://technologyuser.com/2012/10/12/half-of-smartphones-being-used-by-

millennials-lead-by-htc-not-apple-tuptip/http://time.com/3707809/smartphone-war-charts/http://www.alphr.com/news/388099/htc-one-why-the-best-smartphone-struggled-to-

sellhttp://www.androidauthority.com/rumor-htc-perfume-to-be-2016-flagship-with-

android-6-1-and-sense-8-0-660739/http://www.androidcentral.com/zoes-duo-effects-video-highlights-htc-one-m8http://www.androidpolice.com/2015/09/29/htc-promises-a-marshmallow-phone-on-

october-20th-shows-which-devices-can-expect-an-update-starting-by-the-end-of-this-year/http://www.bloomberg.com/bw/articles/2014-04-08/for-apple-and-samsung-its-scary-

at-the-top

54

Page 58: Brand Audit-HTC

http://www.businessinsider.com/htc-trading-below-market-value-2015-8?r=UK&IR=Thttp://www.businessinsider.com/samsung-ad-spending-2013-9http://www.businessinsider.com/samsung-galaxy-s4-stare-down-2013-5http://www.businessinsider.com/smartphone-survey-platform-loyalty-2014-11http://www.cnet.com/news/heres-why-htc-is-losing-the-smartphone-war/http://www.cnet.com/news/samsung-offering-350-in-freebies-with-limited-time-

promotion/http://www.digitaltrends.com/mobile/htc-one-a9-iphone-6-design-copy-news/http://www.forbes.com/sites/willburns/2015/06/24/new-iphone-6-advertising-

campaign-from-apple-puts-the-focus-on-our-creativity-not-theirs/http://www.gfk.com/Documents/whitepaper/Smartphones.pdfhttp://www.go-gulf.com/blog/smartphones-cost/http://www.hypable.com/htc-signs-robert-downey-jr-to-12m-smartphone-advertising-

campaign/http://www.inquisitr.com/1872121/htc-one-m9-may-appeal-to-samsung-galaxy-s6-

and-iphone-6-lovers/http://www.marketing91.com/htc-marketing-mix/http://www.mobilenewscwp.co.uk/2013/08/30/htc-needs-new-brand-awareness-

campaign-to-work/http://www.pcworld.com/article/2101702/screens-grow-cameras-improve-and-

emerging-markets-come-into-focus.htmlhttp://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/http://www.phonearena.com/news/Americans-replace-their-cell-phones-every-2-

years-Finns--every-six-a-study-claims_id20255#HIe7bDGHPERIcyyC.99http://www.phonearena.com/news/HTC-getting-serious-unveils-Change-marketing-

campaign-starring-Robert-Downey-Jr._id46298http://www.phonearena.com/news/HTCs-brand-is-currently-worthless-to-the-

companys-shareholders_id72468http://www.technobuffalo.com/2015/07/15/htc-promises-the-one-m8-will-get-an-

android-m-update/http://www.technobuffalo.com/2015/08/10/htc-brand-worthless-wall-street-says/http://www.trustedreviews.com/opinions/samsung-galaxy-s6-edge-

features#twhopwwzEKorYEFh.99http://www.twice.com/news/news/htc-launches-campaign-promote-flagship-

smartphone/44801http://www.xda-developers.com/htcs-new-ad-campaign-and-what-it-really-means/

55

Page 59: Brand Audit-HTC

http://www.zdnet.com/article/samsungs-marketing-blitz-vs-apple-effective-but-big-data-would-help/

https://contently.com/strategist/2015/04/28/content-marketing-showdown-apple-vs-samsung/

https://www.internetretailer.com/2014/03/06/consumers-spend-33-hours-day-their-smartphones

https://www.yahoo.com/tech/apple-smaller-iphone-could-launch-124400685.html

56