Smartphone brand Xiaomi has announced that it is rebranding for its premium range of devices that includes smartphones and televisions. The company has announced that its Mi series of devices will now have a new “Xiaomi” logo in place of the “Mi” logo. It hopes to unify its global brand presence and close the perception gap between the brand with the new logo.
There will be two distinct product series under the parent corporate brand: Xiaomi and Redmi. While Redmi-branded products will target the affordable segment, Xiaomi-branded devices will be premium. The naming convention – Xiaomi and Redmi – will also apply to both brands’ TV, laptop and IoT offerings.
“As a consumer-centric brand, our focus has always been to bring new and innovative technology in all segments that meet the changing needs of consumers. We have been receiving excellent feedback for our range of premium products from consumers and customers. Xiaomi fans. According to CounterPoint in May 2021, Xiaomi India captured ~ 14% market share in the 20K-45K category. This allowed us to push the boundaries of technology and innovation to improve the consumer experience, ”he said. Jaskaran singh kapany, Head of Marketing, Xiaomi India.
That said, Xiaomi’s corporate brand will continue to be represented by the “Mi” logo. Earlier this year, the company had made some changes to its corporate logo, adopting a smoother, more rounded outline at the corners of the previously checkered logo, along with a redesigned “Mi” typeface.