Taiwan's Big Brand Problem

Consumers know little about their companies
Members of the media try HTC J smartphones in Tokyo, Japan Photograph by Tomohiro Ohsumi/Bloomberg

HTC (2498:TT), the Taiwanese company that is one of the leading makers of Android-powered smartphones, is the controlling shareholder in Beats Electronics, the Santa Monica (Calif.)-based producer of high-end headphones founded by rap producer Dr. Dre and Jimmy Iovine, the chairman of Interscope, Geffen and A&M. You wouldn’t know that, though, from the statement Beats issued on July 2 announcing its acquisition of MOG, an on-demand music service. The announcement trumpets the importance of the deal for Beats—and does not mention that the California company is part of HTC, which bought control of Beats last year.

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