Brand Strategy: Asus – Branding to the High End Market

If the Asus EeePC series initially captivated attention through affordability, the recently launched EeePC S101 signifies Asus’ strategic shift from a budget-focused PC manufacturer to an elevated PC brand. This move harmonizes competitive pricing with sophisticated design, innovations, and premium quality, marking a significant evolution in Asus’ overarching brand strategy.

While certain Chinese brands, like the renowned Lenovo, opt for acquiring foreign assets to combat the ‘Made in China = low-quality products’ stigma, Asus takes a distinct approach. Asus strategically invests in advancing its own brand through technology and design, aiming to reshape general perceptions by showcasing enhanced quality seamlessly paired with reasonable pricing. This unique approach highlights Asus’ distinctive and forward-thinking brand strategy.

The Eee series starts at a very attractive $ 320 with the Eee PC700 and goes up to about 700 with the Eee S101 – a very thin, light, and prettily designed notebook.

With its superior finishes and up to standards tech features, the netbook is clearly targeted at the higher end of the market. As the company itself declares, Asus “knows how to combine aesthetics and technology.”

Innovations and sleek designs are at the forefront of Asus’s ongoing initiatives. Building on the success of the Asus F6V line, which boasts model-customized olfactive signatures, the company is now venturing into power-saving ‘green’ motherboards. These motherboards prioritize low emissions and fewer hazardous chemicals, surpassing standard regulations. Additionally, Asus is developing Linux-based software that enables users to swiftly access the internet even before the Windows boot process. These forward-looking endeavors exemplify Asus’s commitment to cutting-edge technology and sustainability, key elements of its evolving brand strategy.

In alignment with the words of Jonney Shih, Asus founder, who emphasized the evolution of brand establishment beyond quality, Asus is making strategic strides in innovation, design upgrades, and robust marketing initiatives. However, paramount to these efforts is Asus’s significant investment in building a strong and distinct brand identity. Recognizing that quality alone is no longer sufficient, Asus is steering its brand strategy towards a holistic approach, prioritizing innovation, communication, and marketing to secure a prominent position in the market.