1. BrandSTRENGTH
(EnergizedDifferentiation&Relevance)
Brand STATURE
(Esteem & Knowledge)
0
50
100
0 50 100
HTC is highly differentiated and well-positioned to grow into a leadership brand
Leadership
Niche or
Unrealized
Potential
Mass Market
New, Unfocused or
Unknown
Commodity or Eroded
0
20
40
60
80
100
Energized
Differentiation
Relevance Esteem Knowledge
All Adults, SH12-FH13
Source: BAV Consulting USA SH12-FH13 All Adults
2. -3
-2
-1
0
1
2
3
6.5 7 7.5 8 8.5 9
StandardizedBrandStrengthConstruct
Log(Advertising Spend)
R2=37.5%
Source: BAV USA All Adults 2008-2012; Ad sales data provided by Kantar Stradegy
Mobile brands included in
regression model:
Apple, Blackberry, Nokia,
Samsung, HTC
Advertising spend is necessary to build brand equity in the smartphone category