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digits 12/5/2012 | 5:27:05 PM
re: ZTE's Grand Smartphone Plans

Should ZTE be trying to crack the smartphone market with its corporate brand?


Or should it have created a brand offshoot?

joset01 12/5/2012 | 5:27:03 PM
re: ZTE's Grand Smartphone Plans

Or no brand?


 


Huawei seems to keep the operator's happy with its *lack* of branding.

sarahthomas1011 12/5/2012 | 5:27:02 PM
re: ZTE's Grand Smartphone Plans

But, Huawei plans to start pushing its brand once the white-label strategy pays off at operators, which I think is a weird strategy. I think it depends on the market whether operator or handset-branded is more effective.

nina_zhou_yilan 12/5/2012 | 5:26:54 PM
re: ZTE's Grand Smartphone Plans <div>


Should ZTE be trying to crack the smartphone market with its corporate brand?


Or should it have created a brand offshoot?- a good question!

</div>
digits 12/5/2012 | 5:26:54 PM
re: ZTE's Grand Smartphone Plans

What's the answer, Nina? What do you think?

sarahthomas1011 12/5/2012 | 5:26:51 PM
re: ZTE's Grand Smartphone Plans

Huawei tried to do that too with the Ascend brand. It was popular at MetroPCS, I think, but they have since dropped it for the most part.

Soupafly 12/5/2012 | 5:26:50 PM
re: ZTE's Grand Smartphone Plans

An alternative brand would be my vote.


Then as He Shiyou (apologies for the spelling) has stated you can be "fun &amp; vibrant" and you can experiment with pricing to examine elasticty, channels. branding, etc. - without any associative impact on the parent or main brand.

nina_zhou_yilan 12/5/2012 | 5:26:37 PM
re: ZTE's Grand Smartphone Plans

&ldquo;Hi&nbsp; Ray. We are hoping to&nbsp; raise and strengthen our corporate brand through the excellent&nbsp;performance&nbsp;in terminals, especially to establish a global brand through our high-end flagship handsets like the ZTE Grand X.&rdquo;

TechMech 12/5/2012 | 5:25:59 PM
re: ZTE's Grand Smartphone Plans

Sounds like an interesting strategy Nina.


Good luck!

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