Huawei has always been always ambitious in becoming a top-tier brand, but it is now planning to work on it brand image. The company has not worked on high-end line up so far. So the CEO is aiming to build this image in next 10 years.

Eric Xu, rotating CEO of Huawei, expressed his views in this regard: “As you may know, up until now, China has not yet produced a high-end consumer brand. Therefore we want to take that as a mission, and hopefully in the next five to ten years we can do that.”

Huawei delays top-tier ambition, looks for improvement in Brand image.

The company sell 100 million units in 2015. And the unveiling of Huawei P9 at London was the launch of hero smartphone of 2016.

Glory Zhang, CMO of its consumer group, give estimations on Huawei Brand awareness. He said it increased to 76 per cent in 2015 from 65 per cent in 2014, but at the same time she notified it “has to change” which is to make Brand get closer to people and compete its rivals.

“This year we are really serious about building our brand,” with new digital marketing initiatives. But she failed to give details how company envisions it.

It is recently planning to enter the Indian market in contract with Foxconn. This will further ease the cost of importing or exporting handsets to the more rapidly growing markets. Such initiative will help to expand the manufacturing side of the Huawei to other markets.