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IBM Helps Huawei Formulate Branding Strategy for Smartphones, Tablet Devices and Cloud Computing

Huawei has hired IBM to help create a branding strategy for its smartphone, tablet devices and cloud computing services.

According to an article (opens in new tab) on Bloomberg, the deal involves IBM providing 25 consultants to Huawei for formulating the branding strategy.

The project is supposed to go until the end of November. Ross Gan, a Huawei spokesman, confirmed the deal, but failed to provide financial details.

“It’s not a traditional branding project where they tell us how the brand should be positioned. It’s more from the management-of-the-process point of view: How do I manage the brand function within the organization? Who is responsible for what?” Gan said.

The company plans a rapid sales expansion over the next 10 years, hoping to reach $100 billion in sales. To meet this goal, the company will be branching out to new business areas apart from telecom like smartphones, tablet devices and enterprise cloud computing.

IBM claims that because of its strong brand value, the company can rely on its expertise to advise Huawei and other companies on how to brand their offerings.