文档介绍：How Haier builds up its new brand through advertising.
-Xu Wenhan

Background Information:
Location:
Qingdao
Starting year:
1984
Brand value (2000):
~RMB 30 billion
Number of employees:
30,000
Market share:
Refrigerator: 31%; Washing machine: 29%;
Air Conditioner: 20%; Microwave: 2%
Branding
Diversification and expansion
Globalization
1984 - 1991
1992 - 1998
1998 -
Haier’s development went through 3 stages:
Built a strong brand name in refrigerators through a well deve-loped TQC system
Diversified the product portfolio to "avoid having all -pany's eggs in one basket" through mer-gers and acquisitions
To build an international brand name
Aspires to e fortune 500
THE LOGO
The stroke is simpler
The letter “a” is different from a normal “a” in pinyin, a hook is missing…
stick to the goal and never hold back
The letter “r” shows a same feature, a branch is missing…
go straight and never got swayed.
The slogan of Haier brand is “海尔真诚到永远”,in English it could be translated into ”Sincere Forever” or “Faithful/Loyal Forever”. The slogan is easy to be remembered because “海尔”rhymes with“永远”.
THE SLOGAN
海尔洗衣机:“海尔洗衣机,专为你设计”。海尔冰箱:“海尔冰箱,为你着想”。海尔燃气灶:“海尔燃气灶,安全最重要”。海尔洗碗机:“享受生命,享受健康。”海尔空调:“海尔空调,永创新高”。
Homophonic skills ARE USED
The cartoon “Haier Brothers” proves to be a milestone in the history of the buildingup of Haier’s new brand.
212 episod