Tiivistelmä:
Abstract
This thesis aims at finding a correct and valid global branding strategy for Haier, a Chinese home-appliance and digital company, to build up a world-class brand. In my thesis, I will mainly focus on two parts of theories, globalisation strategy and brand management.
The globalisation strategy makes us to understand the importance of strategic plans and steps in implementing globalisation and teaches us how to make an effective and efficient global strategic planning. Brand management mainly shows us how to make brand strategy and brand decisions for a corporation, to better create a famous brand. In addition, I also will apply marketing, human resource and culture principles in my thesis which are quite positive elements in brand building.
In the practical part, I have combined all the theories with Haier that will make the thesis more logical. Defining the vision and mission, analysing the internal and external environment by SWOT, choosing a competitive strategy and target countries for Haier; How the localisation strategy should be, How to make a brand strategy decision and how do marketing , human resource and culture effect the branding building.
But on the other hand, what I would say is that finding a correct and valid global branding strategy for a com-pany to build up a world-class brand is a huge systematic and comprehensive topic which needs practical implementation and evaluation. I cannot say whether my global branding plan is very suitable for Haier, but at least I try my best to study and understand the deep significations of relative theories, and apply them into practice for analysis. I learned a lot from this and I enjoy it.
