Chief Marketing Officer of Huawei’s Consumer Business Group Zhang Xiaoyun said that Huawei’s global brand awareness improved significantly in 2015, up from 65% in 2014 to 76% in 2015.
Xiaoyun said the company’s brand awareness is now close to 80% in some Asian and European countries, including Malaysia, Italy, and Spain, and has reached an astounding 97% in mainland China.
“Huawei’s major growth driver has been the Chinese market, and we are also looking into stronger growth momentum in our overseas markets,” Xiaoyun said. “Huawei ranked third worldwide in terms of its net brand promoter score, which rose from 43% in 2014 to 47% in 2015.”
Xiaoyun added that in 2015 Huawei became the third largest smartphone manufacturer in the world in terms of market share, and the gap between Huawei and the world’s second-tier smartphone manufacturer continues to close.
The chief marketing officer said that in 2016 Huawei will deploy a localisation strategy in certain markets and regions to meet specific local needs and improve the brand’s performance.