HTC marketing blitz to squeeze 2013 margins

This article that i found discusses how Taiwanese smartphone maker HTC will struggle its margins this year as it increases its marketing spending in order to catch up to rivals Samsung and Apple.

They are attempting to improve their marketing execution. They want to integrate the product, brand, and marketing all together for the first time. The digital media marketing budget will be expanding 250 percent year-on-year for the first half of this year, while the traditional media budget will double. Investors, however, have been cautious about the HTC One's longer term prospects as both Apple and Samsung have more money to spend and more established brands. 

What brand do you prefer out of the three? (HTC, Apple, or Samsung) Have you had any bad experiences with HTC that has caused to to lose interest in their products?