Research On Haier's Brand Management Model

With the increasingly fierce competition of product market in China, brand is regarded as one of the most effective means in competition. The growing enterprises of China household electronic industry, such as Haier Group, realize that nothing but building strong brands can make them survive and develop in the market. There are lots of issues about Haier's corporate culture and management theory but rarely focusing on its brand management. As a corporate with strong brand affection and management culture, Haier is also well known as a famous brand in China. What are the above features' affection on Haier's band management ?The article is an effort to research on the Haier's brand management by creating the corresponding model. It proves that the success of Haier brand lies in the efficient integration of internal coherence and external IMC, which both encircle the Haier's Brand religion closely. This paper is attempt to illuminate China's enterprises with the model , thinking more of internal band management.From two aspects, spirit and behavior system, Haier's internal brand management establishes the basis for external brand communication. The article says that the internal band management can make the employees' mind consistent by the influence of leaders, corporate culture, Valve chain and internal cultivation. The external brand management is making for the brand vision. According to the Positioning theory, the article analyzes Haier's product position in the consumers' mind, then generalizes method of integrated marketing communication from four ways: advertising & promotion, public relationship management, distribution channel management and after service management.This article also discusses some slips of Haier's brand management by contrasting to other famous companies in China. We suppose that they are inevitable costs in the way to world top brand. The Haier's successes in China market enlighten the other companies in brand management. Grasping the soul of its brand management is the effective way to the success of brand strategy and to realize the company's grand blue print.