Huawei announced its new Honor brand of smartphones for Europe in Berlin on Oct. 28, Tuesday.The company describes the new product as "a brand that's not afraid to do things differently, to be the brave and bring about change"

Customers can only get the Honor phones directly from the company, rather than from mobile phone networks or shops.

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Industry analyst Daniel Gleeson of IHS states that Huawei is trying to cement its image as a high-quality brand among consumers.

"Huawei's sales are improving in Europe, and the company recently embarked on a high-profile marketing campaign in partnership with several football clubs, as well as investing in outdoor advertising across several major cities," Gleeson stated in CNET.

Another reported reason for the name is because the company has been faced with rumors of conniving with the Chinese government leading to increased security concerns in the United States - and they're trying to establish a trustful brand in the U.S.

"Rather than concerns over privacy, the key concern is actually the perception of poor quality in cheap Chinese products," Gleeson explains.

Aside from that, Gleeson views the rebrand as part of a growing trend done by Chinese manufacturers. Different Chinese phone makers have reportedly "hidden" behind brands -TCL owns the Alcatel brand while Tinno hides under the Wiko brand which is among the biggest smartphone names in France.

Furthermore, Gleeson believes that this "sub-brand" trend will continue unless several Chinese brands including Lenovo, Xiaomi and Huawei establish their brands as producers of high-quality smartphones and erase the misconception that Chinese products are of low quality.

The first smartphone released under Huawei's Honor brand is the Honor 6, which boasts of a 5-inch display and 4G capability and has a price tag of £250 and will be available on Oct. 29.

TagsHuawei, Huawei Honor, Honor, Berlin, Honor 6