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<ul><li>As per Techarch, brands having strong consumer pull prone to higher Brand Reputation risk in digital arena.</li><li>OPPO, Realme and Vivo top its <keyword id="12631673" type="General" weightage="20" keywordseo="Brand-Reputation-Index" source="Orion">Brand Reputation Index</keyword>.</li></ul>In its first Brand Reputation Index (BRIX) measuring the risk score of potential frauds and scams that can be done leveraging a Brand’s equity, <keyword id="7089453" type="General" weightage="20" keywordseo="Techarc" source="Orion">Techarc</keyword> in association with <keyword id="3257168" type="General" weightage="20" keywordseo="mfilterit" source="Orion">mFilterIt</keyword>, today said that smartphone brands having strong consumer pull report most of the reputation issues caused by infringement of brands in the digital space.<br /><br />       <div type="image" title="image012" msid="87978952" hostid="261"></div><br />The three main techniques of brand infringement identified are: -<br /><br /><ol><li class="m_7992587943103976056MsoListParagraphCxSpFirst"><b><i>Fake Gratification:</i></b> Instances where scammers infringe any brand’s identity by offering fake coupons, rewards, schemes, and discounts. This is the easiest trap for consumers who are searching for best deals when they decide about buying a smartphone of their interest. Since, covid-19 pandemic started, fake gratification has also surfaced in cases like offering dealerships and other similar business partnership offerings by the brands.<b><i></i></b></li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle"><b><i>Fake Presence:</i></b> Social-media is the easiest way for brands to let potential buyers discover them and engage throughout the customer lifecycle starting for presales to after sales engagement. Fraudsters create fake profiles on popular social networking applications and allure audiences which want to genuinely engage with the brand. In many instances, fake gratifications are routed through such accounts to entice people looking for smartphones deals. Social media has also become a key medium to run fake job rackets on behalf of leading smartphone brands. People looking for jobs take them as genuine as it could be coming from authorised agencies acting on behalf of their principals.<b><i></i></b></li><li class="m_7992587943103976056MsoListParagraphCxSpLast"><b><i>Fake Representation:</i></b> This is the severest level of infringement where scammers create a fake website, app or a marketplace. Using typosquatting techniques, fraudsters create very similar websites, apps and marketplaces and then direct users on such sites to engage which could be used for data theft to financial frauds.</li></ol>Commenting on the BRIX findings, Faisal Kawoosa, Founder &amp; Chief Analyst, Techarc said, “Brand Safety is Business Safety! As digital becomes mainstream and brands increase their D2C engagements, they need to proactively police the digital space to hunt for any infringement cases.”<br /><br />Elaborating on how this can be achieved, Faisal added, “The first thing brands need to do is to come out of denial mode and create a common synergy between marketing, ecommerce, IT and digital teams. For instance, CISO primarily is mandated to secure the owned digital assets of an organisation. Now, they should also be looking at how the brand is secured wherever it gets referenced, even on news portals.”<br /><br />      <div type="image" title="image013" msid="87979070" hostid="261"></div><br /><b>Implications for brands</b><br /><br />A lower BRIX score means that the brand is prone to higher risk of being hijacked for scams and frauds. Some of the key threats that could result due to lower BRIX score are: -<br /><br /><ul><li class="m_7992587943103976056MsoListParagraphCxSpFirst">Data theft as audiences filling up forms and sharing details would consider these digital assets to be from the brand or their authorised agencies.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Account Takeover (ATO) fraud where an existing subscription or user account is accessed to result in financial fraud and/or siphon off the loyalty points accrued. As the brands usher into strong community building initiatives and use of NFT (Non-Fungible Token) based reward systems, this can become a high-risk zone.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Selling of counterfeit products. Many such fraudsters roll out jaw-dropping offers for purchase smartphones, which are even lower than the price at which a brand is selling its smartphone on its own D2C platform. However, one of the reasons of selling such discounted products is either a counterfeit product or stolen inventory.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Financial frauds in terms of asking for a small token amount to confirm the order and balance COD. In such cases, fraudsters ask for 10-25% of a heavily discounted price of a smartphone as the confirmation money and go into hiding after scamming a few hundred users.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Fake apps and fake websites are also potential cyberthreats as they install malware and drop cookies which then steal data of the users who install such apps or click on such links.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Bogus business partnership / association offers that include offering dealership, service centres, retail outlets, etc., on behalf of reputed brands.</li><li class="m_7992587943103976056MsoListParagraphCxSpLast">Fake job postings especially in regional offices / field areas which is again done for financial fraud or data stealing.</li></ul>Adding further, Saloni Jain, Lead Analyst for DigiTech focus area at Techarc said, “In various surveys we have found that 70-80% of the users who originate their purchase from online sources do it looking for best deals and offers. This becomes a great incentive for fraudsters to run such ‘Ponzi’ schemes infringing a brand’s identity.”<br /><br />“The only way for brands to stop this is proactive monitoring and taking up such issues with platforms like social networking apps, domain registries, etc.,” said Saloni.

Apple reports maximum brand reputation issues while OPPO tops the charts: Report

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<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.youtube.com/watch?v=XLD14OlLNN4">HDblog/YouTube</a></span></p><p class="caption">Oppo user.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>Chinese smartphone brand Oppo is the fifth biggest phone maker in the world and has outsmarted Apple in China and India.</strong></li><li><strong>Oppo is largely unknown in the West, but it has teased an official UK launch on January 29.</strong></li><li><strong>It's part of a family of other massive smartphone brands such as Vivo and OnePlus.</strong></li><li><strong>Oppo will find it tough to break into the UK market, but does have a reputation for adding cool new features to its smartphones.</strong></li></ul><p>Apple might be the defining smartphone company in the West, but there's a crop of Asian brands that have outsmarted the California giant outside the US and Europe.</p><p>Few Westerners will have heard of the Chinese smartphone maker Oppo, but it's one of the most recognisable brands in Asia, and bigger than Apple in both India and China.</p><p>It's the fifth-largest smartphone maker in the world, despite having almost no presence in the US or Europe, accounting for around 8% of all global phone sales. Other than Apple, only Samsung, Huawei, and Xiaomi are bigger worldwide.</p><p><strong>Take a look at this chart, showing Oppo is the fifth-biggest smartphone maker:</strong></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>IDC</span></p></div><p></p></div></div></p><p>Not only has Oppo conquered its home market, being <a href="https://www.counterpointresearch.com/china-smartphone-share/">the second-biggest phone maker in China behind Huawei</a>, but it's also cracked <a href="https://www.counterpointresearch.com/india-smartphone-share/">the top five brands in India</a>. Apple <a href="https://www.businessinsider.com/apple-struggles-in-india-explained-2018-11?r=US&amp;IR=T">has barely made a dent in India</a>, thanks to the fact even its cheapest phones cost double the price of alternatives.</p><p>Oppo's success is down to a combination of marketing might, tech innovation, and clever pricing.</p><p>And now it's getting serious about Western markets. The company has invited journalists to a launch event on 29 January, and is holding a second event in February at Mobile World Congress in Barcelona.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Oppo</span></p><p class="caption">Oppo's UK launch invite.</p></div><p></p></div></div></p><p>What makes this especially interesting is that Oppo isn't a bit-part player, but part of a family of brands that includes two other emerging smartphone giants - Vivo and OnePlus.</p><p>"Oppo are a very interesting company because it's one of the five players in the Chinese market, and owned by a holding company called BBK Electronics," analyst Ben Wood told Business Insider. "BBK owns Vivo and OnePlus."</p><p>If you combined the Oppo, Vivo, and OnePlus brands, BBK is <a href="https://qz.com/1215263/who-makes-oppo-vivo-oneplus-and-imoo-smartphones-the-same-company/">arguably the third-biggest smartphone maker in the world</a>. BBK likes to bill its three brands as operating separately, and Wood says it's never been clear if the three brands have ever teamed up on, for example, components, "which would make sense."</p><p><strong>Read more:</strong><em> <a href="https://www.businessinsider.com/palm-credit-sized-phone-review-2018-11?r=US&amp;IR=T">Palm's $350 credit-card sized smartphone is supposed to liberate you, but it's got some big problems</a></em></p><p>What might make Oppo appealing to Western consumers is its ability to innovate. Smartphone design hasn't radically changed since the first iPhone came out in 2007, and the smartphone most people use day-to-day will still be a rectangular block featuring a large touchscreen and a good camera.</p><p>"They have shown repeatedly they have a great ability to innovate in different directions, especially at the higher end," said Wood, pointing to the Oppo Find X.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>YouTube/Unbox Therapy</span></p></div><p></p></div></div></p><p>The Find X is Oppo's copycat of the iPhone X, though it isn't available in the US. Its most interesting feature is its take on the camera notch, Apple's getaround for housing the camera on a full-screen display. Oppo avoided putting notch on its full-screen device by housing the camera in a section that pops out of the back of the phone. "That certainly captured the imagination of users," Wood said.</p><p>Other innovations include <a href="https://www.extremetech.com/mobile/284004-oppo-unveils-periscope-style-10x-telephoto-phone-camera">a periscope-style 10x zoom camera</a>.</p><p>"They are a company that is prepared to embark on innovation in a market where we're stuck with the homogenous form factor, and design," Wood added. "They're ones to watch in terms of future design direction, and they do seem to be capable of nice, high-quality products."</p><h2>But it's really tough to bring an unknown smartphone brand into the UK</h2><p>For all that BBK's brands are doing well in China and India, Asian brands are all suffering from the wider smartphone slowdown in China. Apple made headlines after <a href="https://www.apple.com/newsroom/2019/01/letter-from-tim-cook-to-apple-investors/">warning of a dip in iPhone demand</a>, but its rivals need to work hard to expand outside their own markets too.</p><p>Wood predicted that Oppo will launch a new flagship or major new tech at MWC in February, and possibly launch a mid-range phone or announce a partnership in the UK this week.</p><p>"It's yet another company competing in the insanely competitive UK market at a time we're seeing a slowdown," he said. "Big players like Samsung, Apple, and Huawei are all investing disproportionate amounts of money into marketing and channel support in the UK. It's hard to see how Oppo is going to be able to move the needle unless they spend ridiculous levels of money."</p><p>It will also be difficult for Oppo to replicate its position as a high-end smartphone maker against the iPhone or Samsung's Galaxy S9. Instead, the firm will probably compete more closely with Huawei, Wood suggested, with mid-tier phones.</p><p>And happily for Oppo, Huawei has done a lot of the heavy lifting when it comes to introducing an unknown Chinese brand to the West.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>REUTERS/Steve Marcus</span></p><p class="caption">Huawei spent heavily on ads playing on the fact its name is difficult for Westerners to pronounce.</p></div><p></p></div></div></p><p>"All these new challenger brands, Xiaomi, or Oppo, or Vivo, even OnePlus, companies coming with names that aren't immediately a Western name, more a Chinese name - historically the UK market has been very brand conservative and reluctant to take a risk on products," said Wood.</p><p>Huawei changed all that thanks to multiple, expensive marketing campaigns about how to say its name correctly and pushing its devices.</p><p>"The money Huawei has spent [means] people have consideration for Huawei," Wood said. "Huawei products are giving a certain section of UK consumers confidence to try something where they don't know the brand initially. The people who buy Huawei are pleased, so there's word-of-mouth acceptance that you don't need to gravitate to the most recognised brands."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/apple-airpods-review-vs-xiaomi-airdots-2019-1">We compared Apple's $159 AirPods to Xiaomi's $30 AirDots and the winner was clear</a></h3>        <div>                    </div>    </div>

This massive Chinese phone company outsmarted Apple in China and India, and now it's heading to the West

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Business Insider/Steve Kovach</span></p><p class="caption">Apple iPhone SE.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>Apple saw its biggest iPhone sales decline in almost three years over the holiday quarter, according to new Gartner data.</strong></li><li><strong>That ties in with an overall pattern of declining smartphones sales globally.</strong></li><li><strong>But Chinese brands bucked the trend, with Huawei and Oppo boosting phone sales thanks to their broad appeal in emerging markets like China and India</strong>.</li><li><strong>Part of the reason Apple is losing market share is because it doesn't offer a cheap iPhone and relies on existing owners upgrading their phones.</strong></li></ul><p>Apple's refusal to produce a cheap iPhone for consumers in China, India, and other emerging markets has resulted in its biggest sales decline in three years, according to Gartner data.</p><p>Smartphone sales slowed for almost every phone maker during the crucial holiday quarter, but Apple was hit worst out of the five biggest smartphone makers. The change has cemented Samsung's lead over Apple as the biggest smartphone company in the world.</p><p><strong>Read more:</strong> <em><a href="https://www.businessinsider.com/apple-has-screwed-up-india-2019-2?r=US&amp;IR=T">A short trip to India showed me just how badly Apple is screwing up in the world's biggest democracy</a></em></p><p>The biggest surprise was third-placed Huawei which, despite a reputational battering towards the end of 2018, managed to boost its phone sales and market share.</p><p><strong>Here are the numbers:</strong></p><ul><li>Apple sold 64 million iPhones in Q4, down from 73 million in Q4 2017.</li><li>Apple now has a global market share of 16%, down from 18% in Q4 2017.</li><li>China was mostly to blame, with Apple's market share there slipping to 9%.</li><li>Samsung saw a slight sales slowdown, and has a market share of just over 17%, down from 18% in 2017.</li><li>Huawei sold 60 million phones in the fourth quarter, up from 44 million in Q4 2017.</li><li>Huawei now accounts for 11% of the global smartphone market.</li></ul><p>This is Apple's worst performance since the first quarter of 2016, according to Gartner. The figures tally with Apple's own first-quarter financials <a href="https://www.businessinsider.com/apple-q1-2019-earnings-iphone-sales-revenue-eps-analysis-2019-1?r=US&amp;IR=T">showing tanking iPhone sales</a>.</p><p>The issue, according to Gartner analyst Anshul Gupta, is that Apple and Samsung mostly appeal to "replacement buyers" - people who already have an iPhone or Samsung smartphone and are going to upgrade.</p><p>Up-and-coming Chinese players appeal to first-time smartphone buyers in emerging markets like China, India, and Latin America because they offer a broader range of phones that are considerably cheaper than an iPhone.</p><p>"When it comes to basic phones, costing around $250, those continue to offer much better value for a smartphone buyer," Gupta told Business Insider. "You're getting the quad camera, there's an improved experience. People continue to buy [those] devices."</p><p>That suggests Chinese brands such as Huawei and Oppo can expect continued sales growth for the foreseeable future.</p><h2>Apple probably isn't going to make a cheap iPhone just to boost sales</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.flickr.com/photos/schneidermac/9891682784/in/photolist-g56sEU-gcWWkK-gE1rvY-g57w3T-g57pXr-g57iBF-g56Dqx-g56RTi-piheYV-g8rPsg-hHmeye-hLvvu4-iTNwAj-g8r9dh-gK2c5w-h9GR9S-h9J4Wk-hiw7fb-nN9nNE-hiwZUa-iXSkJC-gE16VU-ftnowR-h1PyXC-g56vGW-g56Byf-g56fFp-jLV72i-iTNvEG-gE1Cwp-g8rixC-phZfyw-pjH2yx-gE25yT-gRELZ2-p7xetQ-p7wB97-p7whh8-preUsY-preTAs-ppexpb-p9MByR-p9LozD-pqZbGv-preRwN-ppevMo-prgjYc-p9MzcM-oup5yS-jKSJdE">Flickr/Gadgetmac</a></span></p><p class="caption">The iPhone 5C, one of Apple's attempts at a "cheap" iPhone.</p></div><p></p></div></div></p><p>Apple has only released two "cheap" iPhones in its history, <a href="https://www.businessinsider.com/apple-iphone-through-the-years-ranked-2016-9?r=US&amp;IR=T">the ill-fated iPhone 5C</a> and the much-loved iPhone SE. Neither are still available through Apple.</p><p>Gupta says it's unlikely that Apple will release a substantially cheaper iPhone just to appeal to budget-conscious consumers. "They have always tried to focus on the value share, rather than the market share," he said.</p><p>In other words, while Apple might not sell the same number of phones as Chinese players, it still makes more money per device than its rivals because the iPhone costs so much.</p><p>"If they started focusing on cheap smartphones, it might lower the aspirational factor associated with the iPhone," Gupta said. "They certainly enjoy some premium value."</p><p>Still, it may not be such a good idea to allow Chinese brands to dominate in the brand awareness and loyalty stakes. Apple, by refusing to appeal to emerging market consumers, is missing out on a whole demographic of users who are experiencing their first-ever smartphones - which aren't the iPhone.</p><p>Huawei, by contrast, manages to appeal to both high-end consumers with its P series and budget-conscious buyers with the Honor brand.</p><p>"Huawei is capitalising on all these market trends in the best possible way," said Gupta. "They have really worked hard in the last three or four years to raise their brand visibility. They are respectable in the European market."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/apple-iphone-siri-shortcuts-save-time-hacks-2019-1">Here's how to use Apple's time-saving app that will make your life easier</a></h3>        <div>                    </div>    </div>

Apple's stubborn refusal to make a cheap iPhone resulted in its biggest sales decline in 3 years

<div style="float: right; margin: 15px 0 20px 20px;"><table border="0" cellspacing="0" cellpadding="0"><tbody><tr><td colspan="2"><a href="https://static-ssl.businessinsider.com/category/chart-of-the-day"> </a></td></tr><tr><td><a href="http://www.businessinsider.com/category/chart-of-the-day"></a></td><td><a href="http://www.businessinsider.com/chart-showing-the-top-ten-global-android-app-downloads-2017-8"></a></td></tr></tbody></table></div><p>Apple and Samsung are struggling to remain competitive in the Chinese smartphone market as local players continue to dominate. According to data from <a href="http://www.counterpointresearch.com/press_release/2017q2-china-smartphone-market-share/">CounterPoint Research,</a> the smartphone market in China grew by 3% between April and June 2017.</p><p><span>As we see in this chart from</span><a href="https://www.statista.com/chart/9267/china-smartphone-shipments/"><span> </span>Statista,</a><span> Chinese brands </span>like Huawei, Oppo, Vivo, and Xiaomi expanded their dominance and now account for 87% of the market. Samsung and Apple both lost ground.</p><p>The big winner continues to be Huawei, which saw demand for its Nova and P10 models continue to grow. The big loser is Samsung, which saw its share of the market trimmed to 3%. The battery issues with Samsung's Galaxy 7 damaged the company's reputation, and its mid tier phones faced tough competition from Chinese brands.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Mike Nudelman / Business Insider</span></p></div><p></p></div></div></p><p> </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/apple-iphone-8-rumor-roundup-iphone-x-10-rumors-tim-cook-2017-8">Everything we know about the new iPhone that Apple will announce in September</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="mhKLRarl" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

This chart shows how bad things are for Apple and Samsung in the Chinese smartphone market

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Etienne Oliveau/Getty Images</span></p><p class="caption">Lei Jun, Chairman and CEO of Xiaomi Technology and Chairman of Kingsoft Corp talks to journalists before the 2nd plenary session of the National People's Congress on March 9, 2016 in Beijing, China.</p></div><p></p></div></div>The "Apple of China" is in serious trouble.</p><p>Sales of smartphones from Xiaomi, a once-red-hot Chinese hardware startup touted as the country's answer to Apple, dropped in China a whopping 38% in the second quarter of 2016 year-on-year, <a href="http://www.idc.com/getdoc.jsp?containerId=prCHE41676816">according to new data from research firm IDC</a>.</p><p>Xiaomi did not immediately respond to a request for comment.</p><p>Xiaomi's phones are not yet available in Western markets - but it has developed a buzzy reputation in the tech press.</p><p>The company launched in 2010, and enjoyed meteoric growth: By the end of 2014, <a href="http://www.wsj.com/articles/xiaomi-becomes-worlds-most-valuable-tech-startup-1419843430">it was the officially the world's most valuable technology startup</a>, with a private valuation of more than $46 billion. (<a href="http://uk.businessinsider.com/most-valuable-startups-march-2016-2016-3?r=US&amp;IR=T">It has since been dethroned of that title by Uber</a>.)</p><p>Specialising in cheap, high-quality smartphones, it had grown off the back of an unusually passionate fan base, which it was careful to cultivate. It liberally borrowed from Apple's playbook, including charismatic CEO keynote speeches. There is also a booming market in China for smartphones.</p><p>The company set an ambitious target for 2015: Sell 100 million smartphones. But by July, as sales began to slow, it started to become clear that it just wouldn't happen.</p><p>It ultimately sold "over 70 million," according to a company representative.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>REUTERS/Jason Lee</span></p><p class="caption">Some of Xiaomi's phones are very similar to Apple's, and Apple design guru Jony Ive has even accused the company of "theft," a charge it denies.</p></div><p></p></div></div></p><p><a href="http://fortune.com/2016/05/23/xiaomi-revenues-flat-2015/">Earlier this year, Fortune reported that all-in-all, Xiaomi's revenue's barely grew in 2015</a>. It pulled in 78 billion yuan ($11.9 billion) for the year, up 5% on 74.3 billion yuan ($11.3 billion) in 2014, but well short of a 100 billion yuan target for the year.</p><p>Now, <a href="http://www.idc.com/getdoc.jsp?containerId=prCHE41676816">the latest figures from IDC suggest that Xiaomi isn't just standing still</a> - it's actually in freefall.</p><p>It's worth noting that Xiaomi sells other products - from water-purifiers to hoverboards. But smartphones still make up the lion's share of the company's bottom line, with just 5%of its revenues in 2015 coming from over products, <a href="http://fortune.com/2016/05/23/xiaomi-revenues-flat-2015/">according to Fortune</a>.</p><p>In Q2 of 2016, Xiaomi sold an estimated 10.5 million smartphones in China, down from 17.1 million a year prior. That's a drop of 38.4%.</p><p>Meanwhile, rivals Oppo and Vivo have skyrocketed, enjoying year-on-year growth rates of 124.1% and 74.7%.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>IDC</span></p></div><p></p></div></div></p><p>What's behind Xiaomi's implosion? A slowing in growth, at least, was inevitable: In previous years, the company was perfectly positioned to take advantage of the rapid growth in China's smartphone market.</p><p>This has now dropped off - but the Chinese market <em>is</em> still growing, 4.6% in Q2 year-on-year.</p><p>IDC points to a failure of marketing as the cause.</p><p>Xiaomi previously spent very little on marketing, <a href="http://www.businessinsider.com/xiaomi-vp-hugo-barra-at-mobile-world-congress-2015-2015-3">and was proud of it</a> - relying on word-of-mouth and user hype to spread word of its products. But this tactic is no longer viable: Competitors Vivo and Oppo are spending heavily, including using "brand ambassadors" to promote their smartphones, and without any concrete ways to differentiate its products, Xiaomi has been forced to follow suit.</p><p>"In the past, Xiaomi started the trend of selling its phones online and other vendors soon followed suit and created their own online brand. After vendors witnessed OPPO's success with its R9, they also started riding on the trend of hiring celebrity endorsers to represent their brand and appeal more to the young crowd,"IDC analyst Xiaohan Tay said.</p><p>"Hiring celebrity endorsers may help increase numbers in the short-term, but this alone may not be sufficient to drive numbers in the long run. As there is very little differentiation across products to warrant significant brand loyalty, vendors must constantly think out of the box to get people hyped up about their products."</p><p>Xiaomi was once the head of the pack. Now it's playing catch-up - and losing.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/lenses-can-distort-appearance-photos-camera-science-focal-length-hitchcock-2016-8">How different camera lenses affect how you appear in photos</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5xcWY0NTE67sqfmyYhKmTRRkNX5dO3dF" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Apple reports maximum brand reputation issues while OPPO tops the charts: Report

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