However, in 2014 ZTE was the fourth largest smartphone vendor in the US market – behind Apple, Samsung Electronics and LG Electronics – and maintained the No. 2 position in the no-contract market with a 21 percent market share, making it arguably the top Chinese brand in the US.
“The success is driven in large part by its efforts to build to raise brand awareness,” Wang said. “Brand recognition is a tough thing to get. They are doing the right thing to grow. The game plan is working.”
ZTE has chosen to brand itself in the US market as “Affordable Premium” by selling affordable smartphones with technological features comparable to more expensive models from better-known brands. How to build a brand image that isn’t just about low prices is always the big challenge for ZTE.