HTC proclaims global branding strategy: Taiwanese vendor’s plans may run up against carrier branding demands

High Tech Computer Corp., also known as HTC, said today it would henceforth adopt a global marketing strategy that appeared to call for all its products to be branded as “HTC” products.
The declaration was accompanied by an announcement that HTC would acquire nine Dopod International subsidiaries to strengthen the handset vendor’s presence in Asian markets. HTC made the point that former Dopod employees would become HTC employees and that the combined company’s products would be uniformly marketed under the HTC moniker in Asia.
“Well-performing brands enjoy strong awareness amongst consumers,” said Peter Chou, HTC’s CEO, “so it is extremely important for HTC to enhance brand recognition by communicating a consistent global brand image. In the future, HTC will provide consumers with consistent global marketing services under the HTC brand name.”
It remains unclear how Chou’s declaration will affect HTC’s fortunes in the United States market, where the vendor’s Microsoft Corp. Windows Mobile-based smartphone offerings at top carriers prominently carry the network operator’s brand-and HTC’s brand is not included. The relatively small vendor, based in Taiwan, has made an outsized splash in North America with various products ranging from smartphones to ultra-mobile personal computers; though sales remain modest by mainstream standards, the smartphone market has attracted increasing attention from vendors and carriers as a growth area.
The declaration clearly applies to Asian markets affected by the vendor’s acquisition of Dopod subsidiaries, a purchase that is subject to approval by HTC’s shareholders next month.
HTC’s ambitions reflect a common theme for Asian handset manufacturers: Success is defined as much by brand awareness as it is by sales and profit.