Article Details
  • Published Online:
    September  2024
  • Product Name:
    The IUP Journal of Brand Management
  • Product Type:
    Article
  • Product Code:
    IJBRM030924
  • Author Name:
    Syeda Ikrama and Syeda Maseeha Qumer
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    17
Growth of realme: From an Underdog to a Market Challenger
Abstract

The case discusses the rise of Chinese smartphone brand realme from an underdog to one of the leading players in the global smartphone market through innovative and affordable product offerings, an efficient distribution model and robust marketing.

Introduction

In June 2023, realme, a global Chinese consumer technology company, jumped 29 places to bag the 21st position in the Top 50 Kantar BrandZ Chinese Global Brand Builders 2023 list1 (Refer to Exhibit I).