Globalization: Building a Global Brand

Globalization has a major impact on marketing in many ways. Globalization may force companies to change business, achieve expectations, change marketing strategies, or adopt global marketing strategies. To succeed in the global market and make themselves a global brand, companies need to adapt to these conditions. Marketing is important and it can be said to be the most important factor in business. This is a set of activities (Moore, 2011) designed to meet their needs in a way that identifies, predicts, shapes and further targets the company's needs. It is important to create money, but it also depends on other business functions.

In order to establish global brand image and business system, the Waltonchain team will upgrade our brand image completely, in order to create a global brand in the field of block chain and IoT and establish a valuable IoT business ecosystem I decided to do it. I invited an excellent design team JU & KE Creative Studio and created a brand image VI system for Waltonchain. January 28, 2018, JU & KE announced their creative concepts and announced them worldwide at the Waltonchain annual meeting. We will start using brand image updated from February 1st.

According to the CEO Zhang Rui's plan, the Haier Group has experienced the development of stages of brand building strategy, stage of diversification development strategy, stage of globalization strategy and stage of global brand building strategy. In 2005, the Haier Group entered the global brand building strategy and aimed to establish a local brand image around the world (Haier b, 2010). Haier's product was exported to the USA for the first time in 1995. In 1999, Haier invested in R & D and design of US centers, manufacturing centers and marketing centers and launched the "Trinity" strategy in the United States. In 2002, the Haier Group acquired the Greenwich Bank Building in New York as its North American headquarters. This shows that America has become the most imported market for Haier.

Mr. Zhang wanted Haier Company to become a global brand and began in the early days of the factory (Liu and Li 2002, 701). With this kind of ambition, Zhang clearly sets targets, focuses on brand building, diversifies product lines, proceeds towards internationalization, and now establishes global brands at various stages (Haier's Development Strategy 2008). Customer service Haier's goal is to provide better customer service than the competitors in the West (these competitors are more satisfied) (China's business: Double Star Group and Haier Group succeed without consultants 2003, 14). In order to achieve this goal, Haier established a customer-centered culture by reducing the distance between employees and customers, and periodically sell products, hear customer opinions, and understand competitor products to all employees I am seeking.