Asustek vice chairman Jonathan Tsang told NY Times that his company's goal is to provide products that are better than Apple's to boost the company's brand image in the US.
“Before, we have been too conservative,” said Jonathan Tsang, the vice chairman of Asustek, in an interview. “We need to do better communications with the customers to let them know Asus is not only an Asian company.”
Asustek spends tons of money on engineering, which leaves little left over for sweeping marketing campaigns. So Mr. Tsang says Asustek will continue trying to win over consumers with more innovative designs.
“Our goal is to provide products that are better than Apple’s,” Mr. Tsang said.