“Never Settle” - Brand Salience of OnePlus.

Being a very new company, OnePlus based in Shenzhen, Guangdong province, China which started its journey in December 16th, 2013 with only six employees has grown and evolved into one of the leading brands in smartphone market. They are one of the most sought after brand only having launched one product in their smartphone line. The “OnePlus One” which broke the boundary of the conventional smartphone category not only secured a solid place in the customer mindset but also opened up endless opportunities for other small manufacturing and less known companies in the business.

Brand Salience of OnePlus:

Not many new brand can have such impact on the customer mind set and build such awareness and presence like OnePlus did in such a short time. 1st step in building such strong brand presence in the consumer mindset was the brand salience of OnePlus.  Brand Salience is the degree to which a particular brand is thought about or noticed when a customer is in a buying situation.  The tagline of OnePlus is “Never Settle” which is represented in every one of their campaign and which also reflects on their products. The goal of their initial marketing camping was to create a strong recognition in the customer mind. From the very beginning of the company the company maintained a solid social network presence and created a buzz among the tech community. After the initial launch of their 1st product the “OnePlus One” a budget smartphone with very high end specification the company again resonated their tagline “never settle” in every ad campaign and promotional elements they maintain the same theme which created a strong affiliation with the product category as well as their offerings. According to their company website the name one plus indicates one as in the leader of an industry and plus for improvements, one is for a single user and plus is for sharing. They ensured the depth of their brand awareness by associating their brand with other brands in the same product category through heavy promotion. 

After creating the initial recognition they focused on specific situation where the customer can use or buy their product through this they fortified OnePlus’s Breadth of brand awareness. 

Through user and fan made promotional pieces featured in Twitter and Facebook their communication campaign the solidified their recall factor.

Furthermore, all of their promotional pieces and marketing efforts are channeled towards communicating the same message to “never settle” which shows their Pervasiveness of the brand awareness.

In conclusion, according to famous American director Woody Allen , “Eighty percent of success is showing up” and OnePlus has effectively shown up in the consumer mindset and constructed a strong brand salience which is one of the primary reason of their success. 

Reference: 

Kevin Lane Keller, (2013). 'Customer-Based Brand Equity and Brand Positioning'. In:Stephanie Wall (ed), Strategic Brand Management. 4th ed. Edinburgh Gate, Harlow, Essex CM20 2JE, England: Pearson Education Limited. pp.82-86.

Wikipedia (2014). OnePlus. [ONLINE]  Retrived on June 12, 2015 from https://en.wikipedia.org/wiki/OnePlus

Rosenstein, Ariel. 'How Oneplus One’S Marketing Made It The Most Desirable Phone In The World'. The Next Web. N.p., 2015. Retrived on June 12, 2015 from http://thenextweb.com/market-intelligence/2015/03/17/how-oneplus-ones-marketing-made-it-the-most-desirable-phone-in-the-world/

Oneplus.net,. 'About Us - Oneplus.Net'. N.p., 2015. Retrived on June 12, 2015 from https://oneplus.net/about-us