By Aries Poon
TAIPEI--Personal computer maker Acer Inc. (2353.TW) said
Thursday it has hired New York-based Red Peak Group to boost its
global product marketing efforts, which analysts have said is the
Taiwanese company's weak spot.
Acer Chairman J.T. Wang said in a statement that Red Peak
Chairman Michael Birkin has also been appointed as Acer's chief
marketing officer, starting Oct. 1.
"In the product development stages, we will place marketing
ahead of R&D [research and development] and design," Mr. Wang
said.
"Our precise understanding of customers' needs will lead the way
in products and services development. We will build an end-to-end
marketing environment and enhance our marketing-oriented mindset,"
he added.
Mr. Wang said current Chief Marketing Officer Walter Deppeler
will step down and be assigned to another committee in charge of
the company's branding strategy.
Although Acer has pumped billions of dollars in sponsoring
golfers and major sporting events such as the London Olympics,
analysts say brand perception of Acer remains low and consumers
still view the brand as a low- to mid-priced name, weighing on the
selling prices of the company's products and profit margins.
Write to Aries Poon at aries.poon@dowjones.com
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