Wednesday, November 2, 2011

Huawei Kicks off New Branding Campaign in US

Huawei kicked off a new "Faster to the Future" branding campaign in the U.S. with high-profile, print advertisements in The Wall Street Journal and Washington Post. Huawei said its campaign seeks to humanize its brand, "softening the edges of its image, and building positive awareness of Huawei as Visionary, Innovative, and Responsive" by appealing to key customers, partners, government officials/influencers, and business opinion leaders.

  • Huawei has faced numerous obstacles in its attempt to enter the U.S. telecom market. In October, the CIA-based Open Source Center has published a report linking Huawei Technologies with China's Ministry of State Security (MSS) Communications Department, according to The Washington Times. Huawei reportedly received $228.2 million from China's intelligence agency for research and development during the past three years has had close contact through its chairwoman, Sun Yafang. The report also alleges close ties with the People's Liberation Army.