{"id":171807,"date":"2014-04-23T21:56:05","date_gmt":"2014-04-24T04:56:05","guid":{"rendered":"http:\/\/chinadigitaltimes.net\/?p=171807"},"modified":"2014-04-23T21:56:05","modified_gmt":"2014-04-24T04:56:05","slug":"chinas-huawei-wants-world-know-name","status":"publish","type":"post","link":"https:\/\/chinadigitaltimes.net\/2014\/04\/chinas-huawei-wants-world-know-name\/","title":{"rendered":"Huawei Wants The World To Know Its Name"},"content":{"rendered":"<p>As <a href=\"http:\/\/chinadigitaltimes.net\/china\/alibaba\/\">Chinese tech companies like Alibaba<\/a>, <a href=\"http:\/\/chinadigitaltimes.net\/2014\/04\/tencent-tech-giant-can-rival-facebook-amazon\/\">Tencent<\/a> and <a href=\"http:\/\/chinadigitaltimes.net\/2014\/04\/big-weibos-censorship-discount\/\">Sina&#8217;s Weibo expand abroad<\/a>, Nathan Vanderklippe at The Globe and Mail reports on <strong><a title=\"China\u2019s Huawei wants the world to know its name\" href=\"http:\/\/www.theglobeandmail.com\/report-on-business\/international-business\/asian-pacific-business\/in-global-smartphone-battle-chinas-huawei-steps-up\/article18128776\/\">telecom giant Huawei&#8217;s efforts to build a global brand<\/a><\/strong> on word of mouth backed by <a href=\"http:\/\/www.reuters.com\/article\/2014\/04\/23\/huawei-tech-forecast-idUSL3N0NF32620140423\">a $300 million marketing budget<\/a>:<\/p>\n<blockquote><p>Eager to sell the world more phones, and stung by allegations that its Chinese origins might make it a security threat \u2013 allegations it strongly denies \u2013 Huawei is attempting to remake itself as a company far beyond its roots in southern China. Its main ambition now is to \u201cbuild a globally leading brand for smart devices that is loved and trusted by consumers,\u201d Eric Xu, one of its rotating triumvirate of chief executives, said Wednesday at the company\u2019s annual investor conference.<\/p>\n<p>The company just has to figure out how, a challenge that will involve sorting out how to make a Chinese brand appeal to a global audience.<\/p>\n<p>[&#8230;]\u00a0Yet the company, like many in China, faces a difficult path to global hearts and minds. Mr. Xu, for example, said Huawei \u201cwill not engage in a significant advertising campaign. Instead, we want to leverage word of mouth to gradually build our brand.\u201d Huawei wants to raise its worldwide brand recognition by 58 per cent this year. But the plans it describes offer few clear details. In detailing its mobile phone strategy, for example, Huawei showed a complex flowchart with goals like \u201cestablish accessible premium credentials.\u201d\u00a0[<strong><a title=\"China\u2019s Huawei wants the world to know its name\" href=\"http:\/\/www.theglobeandmail.com\/report-on-business\/international-business\/asian-pacific-business\/in-global-smartphone-battle-chinas-huawei-steps-up\/article18128776\/\">Source<\/a><\/strong>]<\/p><\/blockquote>\n<p>Read more about <a title=\"Huawei\" href=\"http:\/\/chinadigitaltimes.net\/china\/huawei\/\">Huawei via CDT<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Chinese tech companies like Alibaba, Tencent and Sina&#8217;s Weibo expand abroad, Nathan Vanderklippe at The Globe and Mail reports on telecom giant Huawei&#8217;s efforts to build a global brand on word of mouth backed by a $300 million marketing budget: Eager to sell the world more phones, and stung by allegations that its Chinese [&hellip;]<\/p>\n","protected":false},"author":1022,"featured_media":171811,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[116,2,14744,14745,14746,6],"tags":[1419,1810,862,1947],"class_list":["post-171807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-world","category-economy","category-level-2-article","category-level-3-article","category-level-4-article","category-sci-tech","tag-advertising","tag-business","tag-cell-phones","tag-huawei","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.9 (Yoast SEO v23.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Huawei Wants The World To Know Its Name<\/title>\n<meta name=\"robots\" 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