International branding strategies of Huawei : a company from the emerging economy | |
| Author | Tao, Xiaoming |
| Call Number | AIT RSPR no.SM-14-02 |
| Subject(s) | Huawei (Firm) Huawei--Business names--Management Brand name products--China |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Business Administration-MBA |
| Publisher | Asian Institute of Technology |
| Abstract | Though Chinese companies are expanding in a fast pace in the international market, many of them are recognized as one of the world’s largest companies in terms of financial status, however, only few Chinese companies have found their way to build a strong brand in the international marketplace, and Huawei is among one of the few companies that have succeeded in the international brand development area. Therefore it is interesting to find out what Huawei did to reach its today’s brand position. This study explored the process and strategies of international brand development of Huawei, a world leading information and communications technology solutions and products provider, whose brand internationalization started from 1995. This research found that brand of Huawei had experienced five phases of development: from 1) no brand identity to 2) top tier brand in home market to 3) major player in developing and least developed markets to 4) leader in the global market and then 5) extended from a B2B brand to a B2B2C brand. In each development phases, Huawei encountered different problems; it had overcome many challenges such as negative country of origin impact and low brand awareness in the international market through its effort in R&D, strategic alliances, innovative marketing campaigns, management reforming, talent strategies and many other initiatives. The author also found that the international development pattern of Huawei shows an intensive and parallel growth. |
| Year | 2014 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Islam, Nazrul; |
| Examination Committee(s) | Do Ba Khang;Badir, Yuoser; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research report (M.B.A.) - Asian Institute of Technology, 2014 |