Posts Tagged ‘Tech Brands’

China-based Lenovo may have not become a dominant brand., other cautionary tale is HTC, the Taiwanese telecom brand whose quick ascendance in the U.S. has been followed by swift collapse. Well these may soon be changing,  handful of Chinese brands saw a big opportunity and breakout even in this year CES…

Some Chinese brands saw CES as their springboard for a breakout 2013, lets look at who they were:

ZTE

ZTE has had worldwide presence since 1995. The company manufactures phones for Verizon, among others, but plans to make a bigger name for itself in 2013 with a Firefox OS-based smartphone. ZTE plans to release the device in Europe  and in the U.S.  this year. “They’re really expanding their range and their portfolio,”

TCL

TCL is the world’s 4th largest TV producer after Samsung, LG and Sony. At CES, TCL is displaying an Android-based TV called Ice Screen that includes Frequency, a video curation app that lets you subscribe to BBC, CNN and other channels. Well it sounds very promising…

HUAWEI

Huawei sought to stand out from the pack at CES with the Ascend P1 S, which is billed as the “world’s slimmest smartphone” at 6.68 mm and the Ascend D2 smartphone, which sports a 6.2-inch screen. That not all there are big plans by huawei on cheap and efficient smartphones produce across the globe starting from 2013.

HAIER

Haier, another conglomerate that makes everything from mobile phones to washing machines, showcased a vision-control system for TVs at CES that lets you adjust the volume and browse a news feed with your eyes. Again some big plans in US to produce cheap consumer durable electronics.

HISENSE

Small name but will make a big impact soon, Hisense has been established globally since 2001 and makes TVs, refrigerators, freezers and air conditioners, among other products. Since 2007, it has achieved 30% annual growth. In 2012, the company posted $2 billion in sales. By 2015, it aims to achieve a total of $5 billion in sales. At CES, Hisense got attention by showing off a 110-inch ultra HD TV, a Smart TV controlled by gestures and voice and a glasses-free 3D TV. The company also have big plans on Android phones.

Lets see how this works out..

Even within China there is this kind of engaged marketing that saw Chinese tech companies do especially well in terms of their own brand value. Here’s the table of top 50 Chinese Brands overall with 14 out of which are tech brands (click the two panels to enlarge):

 

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The value of the world’s 100 top brands rose 4 percent last year to more than $2 trillion, according to the fifth annual report, known as the Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands ranking. 2010’s rankings have a fair share of technology companies, with as many as four IT companies in the top 10. In fact the crown for the biggest brand globally too goes to a technology firm. However, though most technology companies saw a jump in their brand value, there are also some who saw it drop. The title for biggest fall in brand value too goes to a tech company.

So, here’s over to the globe’s 10 strongest technology brands and what made them so.

1) Google

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Google is the world’s strongest brand. The company’s brand value witnessed a 14 percent jump in the past year. The brand’s dominance as a search engine combined with the popularity of products such as Gmail and the potential impact of its recently introduced Android mobile phone platform made Google a leader in brand momentum.

2) Apple

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Apples 32 percent increase in brand value is due to its iconic products. According to the report, this increase is a tribute to the company’s ability to transform itself from an electronics manufacturer into a brand that is central to people’s lives. The company ended the calendar year 2009 with iPhone sales of 8.7 million for the quarter, a 100 percent year-on-year increase with over 100,000 apps available. Apple also benefited from the anticipated launch of the iPad.

3) Hewlett-Packard

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The brand value of HP increased by almost 50 percent last year, following the rebranding of EDS (Electronic Data Systems) and brand re-launch in 2009. As the company refreshed its logo, HP attempted to associate the HP brand with innovation by adopting a new global positioning that unified the brands in each product division under the tagline “Let’s Do Amazing.”

4) IBM

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The iconic IBM brand grew another 30 percent in value, in part because it communicated trust at a time of economic turmoil. IBM’s strong financial results included a record $18.1 billion in pre-tax income. IBM’s 30 percent increase in brand value reflected its continuing strength in business-to-business brand marketing and the high level of trust engendered by the brand. Its 2009 global campaign “A Smarter Planet” emotionally argued that IBM provides solutions for many of the challenges faced by government and commerce.

5) Microsoft

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Nothing much to say here !! actually a poor performance and depreciating fan groups going year on year to the tech gaint.. however the launch of Windows 7, accompanied by an extensive ad campaign late last year, helped Microsoft maintain its leadership position.

6) Blackberry (RIM)

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BlackBerry maker RIM ranks at no. 14 with a brand value of $30.7 billion brand value. The Canada-based company’s brand value went up by 12% during the past year.

7) Oracle

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Oracle’s brand value grew by 16 percent. The enterprise software maker ranks at no. 19 with a brand value of $24.8 b

8) SAP

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Oracle is followed by one of its biggest rival SAP ranked at no. 21. The German company’s brand value went up by 3 percent. SAP’s brand value stands at $24.3 billion.

9) Cisco

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Network giant Cisco saw a 7% drop in its brand value. Ranked at no. 35, the company’s brand value stands at $16.7 billion.

10) Nokia

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Nokia saw the biggest fall in brand value, which dropped 30 places to 43rd place after a 58 per cent decline to $14.9bn. This is not a trust issue – in fact it is the most trusted brand in about ten of the 22 countries covered in the BrandZ ranking, said Peter Walshe, MBO’s global BrandZ director. According to him, the brand does very well, the issue is that Nokia has sort of missed the smartphone wave.