28 April 2013 - 11:04pm | posted by | 1 comment

Huawei who..? Telecoms giant goes for brand awareness strategy

Madame Chen Lifang of HuaweiMadame Chen Lifang of Huawei

Chinese telecoms giant Huawei has revealed it is undertaking a major publicity push to raise awareness of its products and services in the Australian market.

The company is the second largest manufacture or telecoms equipment after Ericsson, and the third largest smartphone manufacturer behind Apple and Samsung.

''Huawei is the biggest company no one has heard of. We have beautifully designed mobile phones, but no one heard of us before,” said Chen Lifang, corporate senior vice-president and member of the company's Australian board

Madam Chen said Huawei’s plan is to raise brand awareness of the company.

''In the past 20 years, over 2 billion people have used Huawei products without knowing about the company,” she said.

“In the past, we only had to deal with about 300 large corporate clients and we had very little contact with governments, media and broader community.''

John Lord, former rear-admiral of the Australian Navy and member of Huawei‘s Australian board said: “'The image thing, if Huawei can compete openly in Australia, it would be great for the company. That is part of our focus here.''

Don't miss out... Get your Marketing news by email

See all specialist newsletters

Comments

1 May 2013 - 17:26
sjebo79312's picture

There is need for proper marketing and allowance for local talent , not some Chinese individual that does not know the locality and the buying culture,.... Huawei is not a multinational but a Chinese company, so they can not rank on the level of others. There is need for a change I mind

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

New Forest National Park - Young David Attenborough discovers the Tech Creche

21/08/2014
Research conducted by the New Forest National Park...

Case Study | Building Blocks

20/08/2014
Building Blocks's Operations Director and Co-Founder, tell...

Social Media Training

18/08/2014
We love to share what we know and what we've learned about...