If there's one thing ASUS might be known for in the smartphone market is its confusing branding strategy. Each new ZenFone generation has countless variants and it's difficult to know offhand which is which. The ZenFone 5, for example, may be the standard-bearer for this year's ASUS lineup but it is actually the "premium mid-range" model. It also happens to be the first ASUS smartphone to be reviewed under DxOMark's revamped tests. And fortunately for ASUS, the odds seem to be in its favor.