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AUG 2007

Taiwan's top companies try to burst brand barrier†

Financial Times, August 21, 2007 — When Taiwanese smart-phone maker HTC launched its first own-brand phone in Asia this summer, it had professionals running the show: a dance theatre troupe was hired to perform the story of HTC's rapid rise from a tiny contract manufacturing outfit in 1997 to the world market leader for Windows-based smart- phones today. But the company unwittingly gave a demonstration of just how big a leap it was taking in building its own brand. When the troupe led chief executive Peter Chou on to the stage, he looked slightly awkward - an engineer among dancers.

Category: Brand Blunders
Tag: Global

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