In the last decade China’s economic role has changed considerably. The rise of China is concomitant with the emergence of many giant Chinese corporations. Those corporations are dominating rankings of largest companies worldwide. To reinforce their economic position, Chinese companies aspire to build their own global brands, but few have been successful so far.
This research paper seeks to provide an in-depth analysis of Huawei’s current brand positioning in Western Europe. To what extent has Huawei been able to create a popular brand? How are Huawei’s smartphones perceived in comparison to other global smartphone brands? How effective is Huawei’s branding strategy? Is the Huawei brand as a Chinese brand encumbered with country-of-origin effects?
To answer these questions, the author applied a mixed methods approach comprising of an online questionnaire and interviews, which have been conducted from June to July 2014. The objective of the questionnaire is to depict the big picture of the Huawei brand among Western European consumers, while the interviews aim to explore relevant issues mentioned in the questionnaire.
The main findings show that Huawei’s brand is not an established brand at the present moment, but rather is in a transitional stage. Huawei is perceived to have smartphones with an appealing design and sophisticated technological components, but overall lacks strong and succinct associations in comparison to other smartphone brand leaders. In addition, the COO impact and isolated branding approaches result in an ineffective brand strategy, which highlights Huawei’s need for a precise and consistent brand management.
Table of Contents
1. INTRODUCTION
2. LITERATURE REVIEW
2.1 The Rise of Chinese Companies
2.2 Brand Management
2.3 Consumer Perception
2.3.1 Determinants of Perception
2.3.2 Perception about Chinese Brands
2.4 Huawei
3. METHODOLOGY
3.1 Sample Group
3.2 Questionnaire
3.3 Interviews
4. ANALYSIS
5. FINDINGS AND DISCUSSION
5.1 How Chinese is the Huawei brand?
5.2 Huawei’s Communication Strategy
5.3 Huawei’s Brand Strategy
6. CONCLUSION
Research Objectives and Themes
This dissertation examines the current brand positioning of the Chinese telecommunications giant Huawei within the Western European market. By conducting an in-depth analysis, the research aims to uncover how Western European consumers perceive the Huawei brand, specifically investigating the impact of its country-of-origin, the effectiveness of its branding strategies, and its competitive standing against established global smartphone leaders.
- Analysis of consumer perception toward Chinese brands and the influence of "country-of-origin" effects.
- Evaluation of Huawei’s specific brand identity and its evolution within the European market.
- Assessment of current branding and communication strategies implemented by Huawei.
- Comparison of Huawei’s brand attractiveness against competitors like Apple and Samsung.
- Identification of strategic recommendations for Huawei to improve brand management and consumer associations.
Excerpt from the Book
2.3.2 Perception about Chinese Brands
According to a survey, Western people have an ambivalent stance towards China. On the one hand, China is valued for ancient traditions, Chinese medicine and traditional Chinese morals and values. On the other hand, Chinese government is seen as undemocratic, rigid and inhuman. Moreover, China is perceived to have serious environmental issues. This negative image is also mirrored in Chinese products being considered as pure copies of Western products, junk goods and poor in designs (Bell, 2008 p.120-122; Interbrand, 2007, p.5; Swystun/Burt/Ly, 2005, p.2-4). The study by Swystun, Burt and Ly (2005, p.3) asked to rank the following industries automotive, phones, PC, appliances, toys and clothing against the criteria safety, reliability, price, innovation and value on a scale 1-5. The result was that none industry scored on average more than 3 meaning all industries were rated below global standards. Besides, 79% of respondents believe a Made in China tag harms Chinese brands (Interbrand, 2007, p.5; Swystun/Burt/Ly, 2005, p.2-4). A representation of the top associations with Chinese brands and attributes consumers associate with the brands they purchase can be found in the next tables 4 and 5.
Summary of Chapters
1. INTRODUCTION: Outlines the rise of Chinese multinational corporations and identifies the research question regarding Western European consumer perceptions of the Huawei brand.
2. LITERATURE REVIEW: Examines the theoretical framework surrounding the globalization of Chinese companies, branding management principles, and the determinants of consumer perception.
3. METHODOLOGY: Details the mixed-methods approach, consisting of an online survey of 102 respondents and qualitative interviews, used to gather empirical data.
4. ANALYSIS: Tests the established research hypotheses using the gathered survey data and interview responses to evaluate consumer sentiment.
5. FINDINGS AND DISCUSSION: Synthesizes the results to evaluate Huawei’s brand positioning, communication efficacy, and strategic orientation in the European market.
6. CONCLUSION: Provides a final overview of the research, confirming Huawei’s transitional stage and offering strategic suggestions for long-term brand development.
Keywords
Huawei, China, Branding, Consumer Perception, Smartphone, Market Strategy, Country-of-Origin Effect, Brand Management, Brand Awareness, Innovation, Global Marketing, Western Europe, Competitive Advantage, Brand Identity, Corporate Strategy
Frequently Asked Questions
What is the core focus of this dissertation?
The research focuses on analyzing the brand perception of Huawei among Western European consumers, specifically exploring how its origin as a Chinese company affects its brand value.
What are the primary thematic areas covered?
The study covers the globalization of Chinese firms, brand management theories, consumer perception mechanisms, and a detailed case study of Huawei’s branding efforts.
What is the primary objective of this research?
The goal is to determine the current stage of the Huawei brand in Western Europe and to identify specific weaknesses in its brand strategy that hinder it from being perceived as a leading global smartphone brand.
Which scientific methods are utilized?
The author employs a mixed-methods approach, utilizing quantitative data from an online questionnaire (102 respondents) and qualitative insights from semi-structured interviews.
What does the main part of the work address?
The main body evaluates Huawei’s communication strategies, examines empirical findings related to consumer associations, and assesses the impact of the "country-of-origin" effect on brand attractiveness.
Which keywords characterize this work?
Key terms include Huawei, Branding, Consumer Perception, Country-of-Origin Effect, and Brand Management.
How does the "country-of-origin" effect influence Huawei’s brand perception?
The study finds that the "Made in China" association often carries negative connotations, such as perceptions of poor quality or unreliability, which complicates Huawei's efforts to position itself as a premium brand.
What recommendation does the author give regarding Huawei's branding?
The author advises Huawei to focus on consistency in its brand strategy, improve authenticity, and better align its communication efforts to build strong, distinct associations that move beyond just "affordability."
- Quote paper
- Jessica Duong (Author), 2014, Western European Consumer Perception of a Chinese Brand. An Examination of Huawei, Munich, GRIN Verlag, https://www.grin.com/document/300180
