Haier

"Haier creates strong brand" Research of O&M Group, a well-known brand management company of America, indicates that a strong brand should have four assets, including brand awareness, brand recognition, brand association and brand loyalty. An article, titled "high reputation does not equal strong brand" and published on East Tobacco dated July 8, argued that, over the past few years, a price war was continued by domestic home appliance industries. However, Haier did not get involved but achieved success in product sales with remarkable margins. Those facilitating the price war could not sell products of reasonable prices. It is not very difficult to find out from the point of brand management that majority home appliance brands are in the process of establishment of brand awareness while Haier has started the stage of brand loyalty. Once the loyalty is concentrated to a brand, customers would not shift their interests in some other brand when purchasing. Obviously, Haier has made significant success in marketing while other appliance makers are fighting in the price war.