ZTE handsets brand

Ad Performance: positioning generalization upgrades, and the demands of audience awareness does not match.

Unless the lack of competition, or an existing brand positioning in the new field must be difficult to obtain recognition, the reputation of the old areas will become a competitor of the burden. Lenovo is China's first brand PC, but think of goodwill on the PC will not be able to associate the phone points, instead become a competitor against the best of its non-professional material.

ZTE ads by Jet Li said, "I strong, because I am the" aspirations "in 18 professional manufacturing." This can only say that ZTE in the field of communications equipment on a professional orientation direction of accumulation, but we can not upgrade to the generalization that all brands in the field of communication has advantages. From the consumer awareness, the past 18 years he did not have heard of ZTE handsets, not to feel that ZTE handsets as professional, so than Bird, TCL, Nokia, Motorola, Samsung, Siemens, and many other brands stronger. For most audiences, the only manufacturer ZTE Jet Li ad ads only, no customer can not move, the final product can only rely on low-priced sales.

Recommendations: The key is to establish the correct location to intercept a highly competitive market, and only then turn around and, from the accumulation of enterprises in the search for the most convincing support, promote brand success, and not the contrary.