Huawei is seriously removing branding from third party devices and products
Recently, Huawei took serious steps for removing branding from all third-party partner products including cars, smartphones, and other electronic devices. This confirmed that this move will save the company from gaining false publicity and prevent brand misuse.
After the 2022 annual results, Huawei issued an announcement on the smart car business. It was signed by Huawei’s founder and chairman Ren Zhengfei. He strictly calls on all of Huawei officials to abide by the new announcement and move in the same direction.
Ren said “Huawei or HUAWEI” words cannot be used by any vehicle publicity or design. He forced Huawei Wenji or Huawei AITO to false under the same circumstances and these will also be denounced.
After that, AITO removed all of the Huawei logo and Huawei-related references for car promotion. Also, AITO’s marketing team is banned from adding Huawei before their car names.
Aside from Ren Zhengfei, the rotating chairman of Huawei, Xu Zhijun also responded to the fact that AITO Wenjie became “HUAWEI Wenjie”. Some individuals, companies, and partners are abusing the Huawei brand and Huawei will take appropriate actions against them, concluded Xu.
A few days ago, during an EV conference in China, Yu Chengdong, CEO of Huawei Consumer Business Group said that there are different opinions among top leaders but we all are thinking in the same direction.
Other than misuse, Yu Chengdong said If every car company forms an independent brand, it will be very difficult for us to market them.
A Weibo blogger revealed that Huawei has notified all of the stores to remove the promotional material on smartphones and other third-party stores under Huawei’s smart selection category.
These phone makers with Huawei design rights will strictly follow the new rules of not using Huawei in promotional or sales slogans.
Huawei Smart Selection is a smart home ecosystem brand launched by Huawei. It is an important part of Huawei’s all-scenario smart life strategy. Also, it’s similar to Mijia in the Xiaomi ecosystem, providing a platform, but the products are usually branded by other partners.
For example, Hi nova is a new smart devices brand created by China Post Communication Equipment. The overall specs of the Hi Nova 10 Pro are similar to Huawei Nova 10 Pro. Because it is a licensed device and all rights of the phone are reserved by China Post. Meanwhile, Huawei is marketing them with an online sales website, Vmall.
Yes, removing branding from third-party devices and products is a good decision for Huawei. It will improve brand safety and won’t let any company misuse its integrity.