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.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 2. LITERATURE REVIEW
- 2.1 The Rise of Chinese Companies
- 2.2 Brand Management Consumer Perception
- 2.3 Determinants of Perception
- 2.3.1 Perception about Chinese Brands
- 2.3.2 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper analyzes Huawei's brand positioning in Western Europe, investigating its brand recognition, consumer perception of its smartphones compared to competitors, the effectiveness of its branding strategy, and the impact of its Chinese origin. The study uses a mixed-methods approach, combining an online questionnaire and interviews to gather data.
- Huawei's brand recognition and establishment in Western Europe.
- Consumer perception of Huawei smartphones relative to other global brands.
- Effectiveness of Huawei's branding strategy.
- Influence of country-of-origin (COO) effects on Huawei's brand perception.
- Analysis of Huawei's brand positioning within the broader context of the rise of Chinese corporations globally.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This introductory chapter sets the stage for the dissertation by highlighting the significant rise of Chinese companies in the global market and the challenges they face in establishing strong global brands. It introduces Huawei as a case study and outlines the key research questions that the study seeks to address, focusing on the consumer perception of Huawei in Western Europe and the effectiveness of its branding strategies within the context of country-of-origin effects.
2. LITERATURE REVIEW: This chapter provides a comprehensive review of existing literature, examining the rise of Chinese companies in the global marketplace and exploring the intricacies of brand management, consumer perception, and the impact of country-of-origin on brand perception. It delves into the specific determinants of consumer perception, analyzing how these factors influence the purchase decisions of consumers in Western Europe in the context of brands originating from China. The chapter also specifically examines existing literature on Huawei and its current market standing.
3. METHODOLOGY: This chapter details the research methodology employed in the study. It meticulously explains the mixed-methods approach adopted, including the selection of the sample group for the online questionnaire, the design and administration of the questionnaire itself, and the implementation of the semi-structured interviews. The chapter justifies the choices made in the sampling methodology and data collection techniques, outlining the rationale behind combining quantitative and qualitative data collection methods to ensure a comprehensive understanding of the research problem.
4. ANALYSIS: This chapter presents a detailed analysis of the data collected through the online questionnaire and interviews. The chapter uses statistical methods and qualitative data analysis techniques to systematically examine the results. It likely involves the presentation and interpretation of key findings, establishing patterns and connections in the data. While the specific analytical techniques aren't disclosed here, the depth of analysis is emphasized and its relevance to understanding the consumer perception of Huawei is highlighted.
5. FINDINGS AND DISCUSSION: This chapter presents the key findings of the study and offers a detailed discussion of their implications. The findings address the research questions posed in the introduction. It explores the extent to which Huawei has successfully created a popular brand in Western Europe, analyzing consumer perceptions of its smartphones in comparison to competitors and evaluating the effectiveness of its branding strategy. The discussion section analyzes the impact of country-of-origin effects on Huawei's brand, offering insights into the challenges and opportunities presented by its Chinese origin.
Schlüsselwörter (Keywords)
Huawei, Chinese brand, brand perception, Western Europe, consumer behavior, branding strategy, country-of-origin effect, smartphone market, global brands, brand management, mixed methods research, qualitative research, quantitative research.
Frequently Asked Questions: Huawei's Brand Positioning in Western Europe
What is the overall topic of this research paper?
This research paper analyzes Huawei's brand positioning in Western Europe, focusing on brand recognition, consumer perception of its smartphones, the effectiveness of its branding strategy, and the impact of its Chinese origin. It uses a mixed-methods approach (online questionnaire and interviews).
What are the key objectives of this research?
The study aims to understand Huawei's brand recognition and establishment in Western Europe; consumer perception of Huawei smartphones compared to competitors; the effectiveness of Huawei's branding strategy; the influence of country-of-origin (COO) effects on brand perception; and Huawei's brand positioning within the broader context of the rise of Chinese corporations globally.
What methodology was used in this research?
The research employed a mixed-methods approach. This included an online questionnaire to gather quantitative data and semi-structured interviews for qualitative data. The chapter detailing the methodology justifies the sample group selection, questionnaire design, and interview implementation.
What are the key themes explored in this research?
Key themes include Huawei's brand recognition in Western Europe, consumer perception of Huawei smartphones relative to other global brands, the effectiveness of Huawei's branding strategy, the influence of country-of-origin effects on brand perception, and the analysis of Huawei's brand positioning within the broader context of the rise of Chinese corporations globally.
What does the literature review cover?
The literature review comprehensively examines the rise of Chinese companies globally, brand management principles, consumer perception, and the impact of country-of-origin on brand perception. It specifically analyzes determinants of consumer perception regarding Chinese brands, with a focus on Huawei's existing market standing.
How are the findings presented and discussed?
The findings are presented and discussed in a dedicated chapter. This chapter addresses the research questions, exploring Huawei's brand success in Western Europe, comparing consumer perceptions of its smartphones to competitors, evaluating its branding strategy's effectiveness, and analyzing the impact of its Chinese origin on its brand perception.
What is the structure of the research paper?
The paper is structured into five chapters: Introduction (setting the context and research questions), Literature Review (existing research on relevant topics), Methodology (description of research methods), Analysis (data analysis), and Findings and Discussion (results and their implications).
What are the key words associated with this research?
Key words include Huawei, Chinese brand, brand perception, Western Europe, consumer behavior, branding strategy, country-of-origin effect, smartphone market, global brands, brand management, mixed methods research, qualitative research, and quantitative research.
What specific aspects of Huawei are analyzed?
The research analyzes Huawei's brand recognition, consumer perception of its smartphones (especially in comparison to competitors), the effectiveness of its branding strategy, and how its Chinese origin impacts its brand perception in Western Europe.
Where can I find more details about the specific data analysis techniques used?
While the specific statistical and qualitative data analysis techniques aren't detailed in this preview, the analysis chapter promises a systematic examination of the data collected through the online questionnaire and interviews.
- 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
