Consumer Analysis: brand images perceveid by the customer at the category level

Huawei: 

1. For the telecom market, one of the category product

For the telecom market, Huawei chose the geographic breakdown of market segments. At first, Huawei chose the rural market in China as a breakthrough.  Huawei access server data communication products entering the own understanding of the Chinese telecom network operators to meet the domestic demand conditions for the access server when Huawei proposed “broadband MAN” is the concept, “psychological differences” considering the results.

2.  For the enterprise market,

In early 2011, when the telecommunication equipment market turned into a difficult situation, Huawei announced officially to enter the corporate network. Huawei in the enterprise uses a differentiated marketing strategy to achieve specialization.

3.  The phone market for the end consumer

In 2005, Huawei allowed to enter China mobile phone market vendors after got the mobile phone licenses to approval system. For the present situation, Huawei uses the differentiated strategy.  Huawei lanunched in mid-funcional business phone in terms of the quality and not lag behind leading brands of similar foreign products, and take satisfaction in pricing, which will inevitably end business phone number of the consumer will have a greater appeal.

Cisco: 

For every market size at the category level, Cisco offers Unified Communication solutions. The following chart describes the small and medium-sized, midmarket, and enterprise market segments and the Unified Communications solution that Cisco offers for every market: 

The consumer focused market: 

Small and Medium Business

Midmarket Business

Enterprise Business

The brand image perceived by customers at the product category：

Consumers, in reponse to Cisco, have left brand to be one of high-quality, innovative end-to-end and comprehensive services, while Huawei response is that of innovative, advance and ease-of-use regarding consumer mobile devices. 

Compared to the Cisco, who established a loyal customer base, committed to the company’s product and identity over the past yeas, Huawei, has struggled to establish such a clear customer base, especially in terms of the oversea markets.  

Sourcing:

1:http://blogs.forrester.com/henry_dewing/12-05-09-2012_huawei_global_analyst_summit_enterprise_is_part_of_the_plan

2 http://www.cisco.com/cisco/web/docs/iam/unified/ipt701/ENT/Market_Descriptions.html

CHEN Xiaoxin