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Huawei Planning $300 Million Marketing Splurge

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China's Huawei is preparing a massive marketing splurge to try and improve its image, particularly in the USA.

Huawei marketing vice president Shao Yang said his company "will spend $300 million on marketing" this year.

Much of the spending will be on the smartphones, where consumer marketing is likely to have the greatest impact, but the company is not expected to neglect the infrastructure side of the business, boosting efforts to win over mostly US political concerns about the firm.

"In 2014, we are aiming our sales efforts at improving our branding image," Eric Xu, Huawei's acting CEO, said last month.

To put Huawei's USD300 million budget into context though, Samsung spent USD363 million last year, in just the USA market, with a huge spend globally.

In the USA, the top seven smartphone manufacturers spent USD1.3 billion in advertising last year, a rise of around a third over 2012, according to Kantar Media.

On the web: Reuters

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