Huawei has jumped 16 places to come in at number 72 on the Interbrand Best Global Brand ranking. The value of its “brand” has rapidly risen 18% year-on-year.
iTWire reported on the top 100 this morning and while the ranking is not about market capitalization (company value), it is a significant part of the intangible “goodwill” each company has developed.
Huawei is rightfully chuffed – it is coming from a long way behind many of the established western companies in the top 100. It is bearing the fruits of its brand campaign that illustrates how innovative ICT products, services, and solutions can build a better-connected world.
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Huawei has been a leader in China for some time and now has an established global strategy and presence. It is enjoying rising awareness in Europe, a key market for the brand’s carrier and enterprise businesses, as well as its aggressive expansion and innovations in the consumer space. Huawei shipped 108 million smartphones worldwide in 2015, up 44% year-on-year.
“Huawei wants to build a better-connected world – an intelligent world with ICT as its cornerstone, particularly cloud, software-defined networks, the Internet of Things and artificial intelligence,” said Kevin Zhang, President or Huawei Corporate Marketing. "A commitment to staying customer-centric and creating value for customers forms the foundation of Huawei's brand. Huawei adheres to the principle of open collaboration and shared success, accelerating the development of an intelligent digital society.”
In its Telco carrier business, Huawei is innovating to support telecom operators' digital transformation across four core areas: business, operations, architecture and networks. The company is driving the development of cutting-edge technologies such as 5G and IoT connectivity, which promise to reshape the role of telecom operators across numerous industries.
Huawei's enterprise business - its cloud computing, storage, SDN products, Safe City and Electric Power IoT solutions - has been widely adopted in sectors including finance, power, transport, public security, education, and media.
Huawei's consumer business group has maintained steady global growth. Its flagship products, such as the P9, Mate 8 and Honor V8 smartphones, and MateBook (Huawei’s first 2-in-1 laptop), have all seen significant global adoption as a premium brand in nearly 30 countries.
“Our improved Interbrand ranking validates Huawei’s strategy of focusing on delivering groundbreaking technologies to meet our customers’ needs and desires. The Huawei brand is increasingly recognized and appreciated by consumers around the world,” said Glory Zhang, Chief Marketing Officer of Huawei Consumer Business Group. “Huawei maintains a careful balance of being a bold innovator as well as a rising challenger in the global market, and we have seen success out of our focus on R&D, product quality and customer satisfaction.”
Huawei allocates more than 10% of its annual sales revenue to research and development efforts and has established 16 research centres around the world. Among these facilities is the Huawei Aesthetics Research Centre in Paris, where French luxury brands work with Huawei’s engineers to align technology with future fashion trends.
Its newest R&D centre is the Max Berek Innovation Lab in Wetzler, Germany, where Huawei and Leica are jointly researching technologies to improve mobile device camera and image quality.
Huawei has more than ten open labs in China, Europe, and other locations, where it works with more than 600 partners. At the same time, Huawei has launched a $1 billion USD Developer Enablement Program to support partners and application developers.