So Asus was extremely happy with the response that the Zenfone 6 got, a lot of people even called it the next OnePlus, since the latter left the segment they initially ruled - But in a shocking turn of events, Asus India is now not allowed to use the trademarks 'Zen' or 'Zenfone' as the legal right are in the hands of Telecare Network India Pvt, who received the trademark in 2008, while Asus entered the market in 2014.

Asus India is now forced to rebrand in India as the Delhi High court ruled in favour of Telecare Network India Pvt

But this leaves Asus with an opportunity to completely rebrand and restructure the brand image that Asus has built in the massive smartphone market which is India. Although Asus is a success in the laptop segment, it isnt the same in the phone business - and with the storm that the Zenfone 6 promises to bring, it can only be seen as an opportunity to change the tides

A similar example of rebranding for a segment is what Xiaomi did with the PocoPhone, and gave the consumers something they wanted but through a new brand image