htc- ways to increase brand awareness

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Sanjana.N|1 HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT BY Sanjana Narasimhan DM16158

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The ways in which HTC can enhance the image of its product.

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Page 1: HTC- Ways to increase Brand Awareness

Sanjana.N|1

HTC-WAYS TO ENCHACING THE BRAND IMAGE

OF THE PRODUCT

BY

Sanjana Narasimhan

DM16158

HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT

Page 2: HTC- Ways to increase Brand Awareness

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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:

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.

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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.

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.

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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/10.1108/13612020810874908

3. http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8328

4. https://randallbeard.wordpress.com/2010/02/22/brand-salience-why-it-matters-for-

your-brand/

5. https://jdrazure.wordpress.com/2014/01/09/brand-awareness-the-influence-in-

consumers’-purchasing-decisions/

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