Acer Chairman Hires US Firm Red Peak to Boost Global Product Marketing

   By Aries Poon 
 

TAIPEI--Personal computer maker Acer Inc. (2353.TW) said Thursday it has hired New York-based Red Peak Group to boost its global product marketing efforts, which analysts have said is the Taiwanese company's weak spot.

Acer Chairman J.T. Wang said in a statement that Red Peak Chairman Michael Birkin has also been appointed as Acer's chief marketing officer, starting Oct. 1.

"In the product development stages, we will place marketing ahead of R&D [research and development] and design," Mr. Wang said.

"Our precise understanding of customers' needs will lead the way in products and services development. We will build an end-to-end marketing environment and enhance our marketing-oriented mindset," he added.

Mr. Wang said current Chief Marketing Officer Walter Deppeler will step down and be assigned to another committee in charge of the company's branding strategy.

Although Acer has pumped billions of dollars in sponsoring golfers and major sporting events such as the London Olympics, analysts say brand perception of Acer remains low and consumers still view the brand as a low- to mid-priced name, weighing on the selling prices of the company's products and profit margins.

Write to Aries Poon at [e-mail]

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