Brand Strategy Development Of Enterprises Looking From The Internationalization Of Haier

It is a brand competition time in the 21st century, because the brand has become more important than management, technology and capital, to serve as the core resources of enterprises. The famous brand means promise, quality and value, so the branding can be a useful mark to help the consumers to decide which one do they want in the market, and provide a weapon for enterprises, and this make it necessary for Chinese company to speed the branding process, so as to survive in the war.The brand competition strategy is very important in the time of market-based economy system, especially now. The company will lack the power of competition and the quality of market accession for their no or poor brand competition strategy. The Chinese enterprise managers have put more and more time and energy to streamline the branding process, for more competitions which come from both transnational corporations and other native companies, in order to get a sound blueprint for the whole enterprise.The Chinese companies have begin the branding development these years, and some world famous brands which come from China have appeard, such as Haier and Lenovo, however, many native brands are still weak in front of international competitors for their little strength as greenborn now. It is more than safe to say that, there is a long way to go out for more native brands in future. This article will make some arrangement, both analysis and synthesize of the branding practices of companies both in and our of China, so that it can be used as a mirror for more Chinese managers to avoid the same wrong decisions or ideas in the procession of branding.