HTC’s worldwide growth in the smartphone and tablet markets has helped the company become Taiwan’s top international brand, after the company was honoured with the title at an event on Wednesday.
The company, which is now the world’s fifth biggest smartphone maker with a brand value of $3.6 billion, more than doubled its value from 2010 when it ranked second behind Acer’s $1.4 billion valuation with $1.37 billion.
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HTC’s CEO Peter Chou spoke to attendees at his award speech:
“I was surprised when the number was shown on the screen, which is unbelievable for me that only five years ago, HTC started to develop our own brand. Developing a brand is not like building a skyscraper, which could form a shape quickly, it’s more like afforestation. You have to make an investment, spend time and stay patient.”
Chou went on to add that HTC is not afraid to fail in its pursuit of developing its brand, with an aim to become a global premium brand whilst competing with the like’s of Apple, Google and Microsoft worldwide.
“Brand is not only related to technologies and functions, it has to offer an emotional connection with consumers and provide them with a brand culture,” Chou said. “HTC will not be satisfied with the present achievement, as we know we’ll face many challenges in the future.”
With the acquisition of Beats and the recent release of more fashion-centric smartphones, HTC has been focusing on transforming its brand image from technology/business-centric into more consumer-centric image, diversifying its brand worldwide and opening it products to a wider consumer base.