The Diagnosis Study Of Kt Company’s Brand Internationalization Strategy

Brand is a carrier of an enterprise’s culture and its spirit represents the image and asymbol of continuous development of this enterprise.To make a comprehensive survey of the history of those famous home appliancescompanies’ growth and development, we find that brand internationalization is a quick andeffective way for them to be scale-economic、core competitiveness upgrading and enterprisecontinuous development.As an up-rising star of the Chinese home appliances line, within10years,KT companyincreased its export sales amounts about178times. That’s quite unusual among those Chineseexported enterprises for its super conventional development. And it’s successfully IPO inHong Kong Stock Exchange in the year of2009. But KT company finds its sales percentagein the overseas market for its own name brand is wandering around15%, its main sales are fordifferent countries in way of OEM or ODM.Such big challenge KT suffered will become abottleneck of the enterprise’s development if they do not have a clear and completeknowledge and can’t find the correct way and solution.This article tries to take foreign and China’s studies and theories as its foundation, likethe theories of brands, brand assets, brand extensions, three circles theory of brand extensions,brand internationalization, brand promotion strategy etc to analyze and diagnose the presentstatus of brand internationalization for Chinese home appliances enterprises and KT companyas well as its inner and outer environment and find that these companies face up to toughcompetition and high brand centralization in Chinese market,but they have a flourishdevelopment in overseas market and their sales are basically for OEM or ODM, their OBM isjust a start.Through KT company’s SWOT analysis, we find KT company’s brandinternationalization is enslaved to its singleness of brand positioning、limited sales networkresources、short investment of brand and lackness of systematic strategy and countermeasuresfor its brand internationalization. After complete analysis and diagnosis, this article putsforward detail strategy and measures of brand internationalization, including the content ofmaking it clear for KT’s brand positioning、enriching the brand content、enhancing the brandasset management、brand extensions、clear choice of promotion modes as well as prioritychoice for different markets etc.And it will finally give a summary and expectations.