海尔与广告 hier ads.ppt

How Haier builds up its new brand through advertising. -Xu Wenhan 2011.04 Background Information: The slogan of Haier brand is “海尔真诚到永远”，in English it could be translated into ”Sincere Forever” or “Faithful/Loyal Forever”. The slogan is easy to be remembered because “海尔”rhymes with“永远” . The cartoon “Haier Brothers” proves to be a milestone in the history of the buildingup of Haier’s new brand. 212 episodes 12years taken to shoot How Haier builds up its new brand through advertising. -Xu Wenhan 2011.04 ●Reputation is more important than sales volume ●The constant rule of market is constant change ●Build good impression ●Customer is always right ●Challenge is the drive of innovation ●Build good reputation ●Never say No to the market ●A complaint lodged by customer is the most precious gift ●The aim of our work is your satisfaction. * Location: Qingdao Starting year: 1984 Brand value 2000 : ~RMB 30 billion Number of employees: 30,000 Market share: Refrigerator: 31%; Washing machine: 29%; Air Conditioner: 20%; Microwave: 2% Branding Diversification and expansion Globalization 1984 - 1991 1992 - 1998 1998 - Haier’s development went through 3 stages: Built a strong brand name in refrigerators through a well deve-loped TQC system Diversified the product portfolio to avoid having all the com-panys eggs in one basket through mer-gers and acquisitions To build an international brand name Aspires to become fortune 500 THE LOGO The stroke is simpler The letter “a” is different from a normal “a” in pinyin, a hook is missing… stick to the goal and never hold back The letter “r” shows a same feature, a branch is missing… go straight and never got swayed. THE SLOGAN 海尔洗衣机：“海尔洗衣机，专为你设计”。 海尔冰箱：“海尔冰箱，为你着想”。 海尔燃气灶：“海尔燃气灶，安全最重要”。 海尔洗碗机：“享受生命，享受健康。” 海尔空调：“海尔空调，永创新高”。 Homophonic skills ARE USED HAIER BROTHERS Haier gained a great reputation though the cartoon, known to all…worthwhile… Haier and the Olympic Games The Olympic Games are the greatest sporting ev