Huawei’s key brand parameters slump across Singapore, claims YouGov survey

Huawei’s mobile phone range has seen many of its critical brand health parameters go into a tailspin after its parent company found itself at the centre of a trade dispute with the United States, according to research from YouGov.

Its ‘buzz score’ – a measure of what people have heard about a brand – which peaked at 36.6 a month after the launch of the flagship P30 model in Singapore. It has fallen to 4.4, after the announcement of the trade restrictions on May 16. Even more critically, the brand is less likely to be recommended with the scores registering a decline from a peak of 29 to 17.1 .

Consideration scores – which takes into account whether a brand is likely to be purchased – fell to 24.7 from a 32.4 Only ad awareness remains high: from a peak of 47.8, it stands at 41.5     This is viewed to be the fallout of restrictions from the United States that are likely to have a deep impact on Huawei’s access to critical hardware and software.

It marks a sharp decline for a brand that was built around impressive specs – particularly its camera – and which only last year had beaten Apple to become the world’s number two smartphone, second only to Samsung.

On the day of the phone’s global launch in Paris, buzz around the brand stood at 18.8 in Singapore. By the local launch date a couple of weeks later, it had increased to 23.9 according to YouGov. It hit the peak score of 36.6 a month after launch.

The launch itself was an event that Singaporeans lining up overnight to visit a popup store at Vivocity mall. According to Huawei, the first lot of phones were sold out before noon.

YouGov Asia-Pacific head of data products Ervin Ha said: “Huawei has experienced both brand health highs and lows as of late. It’s rise in scores following the launch of P30 is something to be commended, although this was short-lived.

“US restrictions have hit Huawei’s brand health scores hard, and we’ll be watching to see the brand’s next move.”

Huawei declined to respond to Mumbrella’s queries on the YouGov findings. The company however is still attempting to woo and reassure its existing customers.

Huawei users were given a complimentary phone care service early this month. Huawei also publicised a series of interviews with satisfied customers who pledged allegiance to the brand and complimented it on the “grace” with which it was handling uncertainty and chaos.

In a statement issued on June 3, Huawei said: “In Singapore, Huawei has doubled its growth year-on-year and is expanding its services including Service Day that is held on the first weekend of every month to provide after-sales care for a growing customer base.”


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