On October 9, HUAWEI became the first Chinese company to rank in Interbrand's Top-100 Best Global Brands of 2014, at No. 94.
Quotes from Interbrand in top media:
Jez Frampton, Interbrand’s Chief Executive, said: “HUAWEI’s rapid growth and long-term investments in its brand helped it earn a place among the world’s most valuable brands. Despite its low brand awareness in the US, HUAWEI has gradually expanded its reach around the world.”
“It continues to demonstrate its technological prowess in both its consumer products as well as in its enterprise solutions—and it remains well positioned to meet the needs of customers in both emerging and developed markets,” Frampton said.
Quote from HUAWEI:
“HUAWEI is honored to receive this acknowledgement from Interbrand,” said Shao Yang, Vice President of Marketing, HUAWEI Consumer Business Group. “This important recognition for HUAWEI is evidence of our relentless commitment to ‘Make it Possible’ for people everywhere to enjoy our premium quality products. We are now ranked number three globally in terms of smartphone shipments, and our brand recognition is growing steadily in key regions such as China and Western Europe. We also continue to focus on building the HUAWEI brand globally.”
HUAWEI Consumer BG Brand Development
Worldwide presence and achievements
China's HUAWEI is the world's third largest smartphone provider in the world, and a major global force in telecommunications and networking.
A household name in Asia and increasingly in Western markets, HUAWEI is also rapidly becoming a market leader in Latin America and Central Asia, and a major player in Canada.
In Q2 2014, HUAWEI shipped a total of 20.56 million smartphones to markets in Asia, Latin America, the Middle East and Africa, an increase of 85% compared to last year. Shipments grew by 550% in the Middle East and Africa, 275% in Latin America, 180% in Asia-Pacific and 120% in Europe.
In Q1 2014, HUAWEI smartphone shipments outside of China accounted for 40% of total shipments.
Consumer-centric premium brand strategy
In 2013, HUAWEI launched its "Make it Possible" campaign aimed at making the connected world a reality for more people.
HUAWEI's award-winning Ascend-series of smartphones clearly illustrate how the company is working to change its image in the mobile handset market-from that of the low-cost alternative to one of a premium brand.
Focused on innovation and globalization, HUAWEI strategically utilises its resources according to market demand, and has adopted a new marketing approach to enable this.
Its work in partnering with telecom carriers around the world is being leveraged as a way to show people how much of a positive impact HUAWEI products have on their daily lives.
Performance and rankings
According to IDC’s Worldwide Quarterly Mobile Phone Tracker, HUAWEI achieved 6.9% market share, up from 4.3% in Q2 2013, shipped 20.3 million smartphone units, and achieved the highest year-on-year increase among leading vendors at 95.1%.
In Q2 2014, HUAWEI Consumer Business Group (BG) retained its number three position in global smartphone shipments for the fourth consecutive quarter, according to market research and analysis firm International Data Corporation (IDC).
According to global market research company IPSOS, HUAWEI’s brand awareness reached 52% globally and 68% in China in 2013, a year-on-year increase of 110% and 113% respectively. HUAWEI’s brand awareness also saw significant improvement in markets such as South America, Southeast Africa and Europe.
Latest flagship smartphones and awards
Launched at IFA 2014, HUAWEI’s latest flagship big-screen device HUAWEI Ascend Mate7 is among the top- performance large smartphones available. A lightning fast octa-core smartphone with superior single-touch fingerprint technology, HUAWEI Mate7 dials up the mobile experience to make it easier for users to live life to the fullest.
Launched in Paris in May 2014, HUAWEI Ascend P7 is a 4G LTE smartphone that delivers stand-out design, unparalleled camera experience, access to ultra-fast connectivity and superb battery performance. In August 2014, HUAWEI Ascend P7 was awarded ‘European Consumer Smartphone 2014 – 2015’ by EISA.
HUAWEI Ascend P6, launched in June 2013, is now on sale in over 100 countries with shipments surpassing four million units since it was launched on June 18, 2013. In September 2013, HUAWEI Ascend P6 was awarded ‘European Consumer Smartphone 2013 – 2014’ by EISA, and more recently received the 2014 iF Design Award in Germany for its slim design and superb screen-to-body ratio.
Since the beginning of 2014, HUAWEI has launched a series of promotional campaigns worldwide to build its ‘Make it Possible’ brand worldwide which includes sponsorship activities with leading football organisations.
Notable cooperations including sponsorships with Liga de Fútbol Professional (LFP) in Spain, AC Milan in Italy, Borussia Dortmund in Germany, Arsenal Football Club in the United Kingdom, Paris Saint-Germain F.C. in France, and most recently Galatasaray Sportif A.Ş in Turkey.
Interbrand, a division of Omnicom, is a brand consultancy, specialising in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming.
Interbrand releases an annual ranking of the best global brands, which evaluates each brand's financial performance, role, and strength. The annual report, "Best Global Brands," was published in BusinessWeek until 2009; Interbrand assumed sole authorship in 2010.
To qualify, brands must have a presence on at least three major continents, and broad geographic coverage in growing and emerging markets. Thirty percent of revenues must come from outside the company’s home country, and no more than fifty percent of revenues should come from any one continent.
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Interbrand’s description on HUAWEI’s ranking