Haier's Four Steps to Brand Success

• 来源期刊: 中国外经贸（英文版）
• 年，卷（期）: 2006,（2）
• 页码范围: 18
• 页数: 1页
• 语种: 英文

摘要

On December 25 last year, Haier formally launched its fourth brand-building step, namely to make the company a global brand. The latest strategy follows the previous three steps - branding, diversification and internationalization. In the latest stage, Haier will further build its brand overseas, said Zhang Ruimin,CEO of the Chinese electronics appliances giant.