Huawei is targeting to become a "top 100 global brand" with a new global campaign to boost consumer recognition.
The Chinese brand revealed its strategy during the launch of its new flagship product Ascend P2 at Mobile World Congress yesterday, which it describes as "world's fastest phone" that can download HD movies in minutes and online videos, songs or e-books in seconds.
The new device will be promoted via a global campaign, themed "Make it Possible", aiming at consumers worldwide as the brand shifts gears to be recognised as a global player.
"This gives us strong momentum to focus our efforts to be a leading smartphone brand in the coming years," said Richard Yu, CEO of Huawei consumer business group.
Branding director Amy Lou added the new concept to establish Huawei as a high-end brand has not been an easy journey, but the company is "a great consumer brand in the making".
The campaign, according to Huawei, is based on global market research in which consumers have indicated their desire for "accessible and affordable cutting-edge products" from the brand.
The campaign will be rolled out in selected market around the world this year, encompassing touch-points such as retail, online and media engagement.
Huawei is the world's third largest seller of smartphones, behind Samsung and Apple, according to research firm IDC's data from the fourth quarter of 2012. The company has more than 5,000 retail outlets across 45 countries and territories in the world.