HAIER BRAND CASE STUDY

Q.1) Analyze the Haier case and identify significant issues?

 Success in three historic periods – Brand building, diversification and

globalization.
 Ranked first in row of China’s most valuable brands.
 1st of China’s top 10 global brands by the financial times.
 Recognized 9 products in terms of domestic market shares.
 3rd player in the world market and world class company in field of home.
integration, network appliances, digital and large scale integration circuits and
mew materials.
 Obtained 6189 patented technology certificates and 589 software intellectual
property rights.
 It commands approximately over 30% share of the Chinese market in the white
goods.
 Built the brand on the quality and established a leadership position in the domestic
market.
 Placed 19th among the twenty-five most powerful business.
 Haier was ranked the most admired Chinese brand in 2004 by a financial times.

Q.2) Discuss Haier’s branding strategy?

 Its main aim was to build a strong brand in the chinese market.
 It announced 4th strategic development stage of global brand building.
 Management gave more importance to OEC, Market chain and Individual goal
combination which got recognized world wide.
 It launched global brand building strategy and updated the spirit as – “ Create
resources, worldwide prestige” and “ individual-goal combination, swift action
and success” as work style.
 Build on quality and a commitment to offer innovative products at a competitive
price.
 Adopting various means to attract tremendous publicity
 Aggressiveness to build a brand, for the commitment of quality and business
acumen by much deserved global accolades as a major concern.