BenQ to re-brand Siemens mobile phones in 2007

Taiwan electronic equipment maker BenQ has announced that they would be starting to rebrand Siemens mobile phones from 2007. the company recently acquired the mobile phone business of the German electronics giant Siemens and plan to replace Siemen’s logo with their own by Spring 2 years from now.

When they acquired the Siemens’ mobile phone business, they also got the right to use the Siemens brand name on the mobile phones for a period of 5 years. However, they have no plans to wait that long as the company plans to expand their brand identity in the European region by using the existing image of Siemens mobile phones in the market.

BenQ’s marketing chief Jerry Wang said in a newspaper interview: “In countries where BenQ is not yet known as a mobile brand, we will use the name Siemens for another 18 months.” Two years seems to be enough time for the fast growing mobile phone maker to get its foothold in the developed markets and make a name of their own.