| Mai Asia on Brand Value of low-priced mobile phones |
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| Sep.1, 2010: In an article, published in Vietnam Economic Times, Berthold Heinemann of Mai Asia stresses the importance of technical innovation and systematic brand development in the Vietnamese mobile phone industry. 'There is certainly justification and need for a low-priced segment', he said. 'But to carve out a sustainable leadership position in the global market, going low price is not the right direction'. |
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| Strategies that focus on price at a sole or main criterium are often shortlived, as reducing quality and cutting price are almost always possible for any competitor. This way seldom Brand Value can be achieved. |
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| It is though so much harder to understand consumer needs in a global market and develop technology that will stand the test of time. But then it is exactly this that pays off for shareholders and investors. |
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| Read invitation and summary. |
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