Chinese telecom equipment and terminal manufacturer Huawei has recently hired global consulting firm Jack Morton Worldwide to help the company implement a US marketing campaign. Huawei plans to start investing in the marketing campaign in H2 2012 to improve Huawei's brand awareness. The company is in the midst of a drastic change from a low-end manufacturer to a hopeful leader in innovation. Because Huawei does not have much of a name for itself in the US, it will be hard for it to promote its high-end handsets like the Ascend D Quad. Although packing a quad-core processor, the Ascend D Quad has not elicited much response from American wireless carriers.

Chinese telecom equipment and terminal manufacturer ZTE (0763.HK; 000063.SZ) is staying more low key by delaying any branding of its American handset offerings as it prefers to build strong relationships with the carriers themselves.