Enhancing the Image of Chinese Brands: Strategies and Case Study of Haier

DOI

10.2991/978-94-6239-787-3_3How to use a DOI?

Keywords

Brand Image; Globalization; Haier

Abstract

Against the backdrop of Chinese brands going global, this paper examines the image of Chinese brands and strategies for its enhancement. A review of existing literature reveals that while the image of Chinese brands still requires improvement, product innovation and high-quality marketing serve as crucial methods for this purpose. This paper also investigates the case of the Haier Group’s brand image enhancement. We find that Haier has centered its strategy on product quality, adopted an “internationalization through localization” approach to explore the global market, and pursued digital and high-end transformation to elevate its brand image in the minds of consumers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bohan Wang
PY  - 2026
DA  - 2026/09/29
TI  - Enhancing the Image of Chinese Brands: Strategies and Case Study of Haier
BT  - Proceedings of the 2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)
PB  - Atlantis Press
SP  - 15
EP  - 24
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-787-3_3
DO  - 10.2991/978-94-6239-787-3_3
ID  - Wang2026
ER  -