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Huawei

Build the reputation of a Chinese telecoms multinational among influential global opinion leaders.

CHALLENGE

Build the reputation of a Chinese telecoms multinational among influential global opinion leaders.

GOING GLOBAL FOR

  • Enhancing Corporate Reputation
  • Building Brand Awareness
  • Influencing Stakeholders

In 2005, analysis revealed that Huawei was widely perceived as a cheap OEM supplier instead of an innovator with thousands of overseas patents. As a challenger global brand it was also coming under heavy pressure from competitors with strong political influence.Huawei Technologies’ expansion over the past 10 years sets it apart as one of the world’s fastest growing global brands. Huawei leaders saw the global potential for branded Chinese products early. Their global growth story holds lessons for new multinationals.

Huawei needed to overcome regulatory barriers, build market share and change perceptions of its brand. To achieve this, in 2005 the group launched a long-term multi-channel international branding campaign that is still running.

The Huawei campaign focuses on reaching open-minded elite business and political influencers who support global trade. Potential customers are also targeted – senior technology decision makers in major corporations.

HOW WE DID IT

The Economist Group was among the first international media partners selected for this campaign. Over time the relationship has delivered valuable support for Huawei’s expansion plans.

Working closely with the Going Global team, Huawei effectively reaches key campaign audiences via a wide range of communications tools and multiple channels.

BUILDING THE HUAWEI BRAND OVERSEAS

· 2005/2006
Huawei launches major global media campaign. The Economist magazine is among first media partners
· 2007
Huawei analyses campaign results and concentrates budgets on a narrow list of media partners, including The Economist Group
· 2008
Going Global launches high impact multi-channel corporate advertising campaign for Huawei. Multiple ads with online adaptions linked to detailed info pages appear in The Economist and Economist.com. Campaign bursts are scheduled to run for several years
· 2009
Huawei partners exclusively with The Economist Group to communicate with influential audiences during market uncertainty
· 2010
Huawei wins the Corporate Use of Innovation category at The Economist Innovation Awards 2010. Huawei accepts the award at a gala event attended by C-suite leaders of global technology multinationals
· 2011
Huawei sponsors the widely-read Technology Quarterly special section featured strongly in The Economist magazine and Economist.com
· 2011
Huawei becames the first Chinese multinational to appear on The Economist magazine’s cover wrap. The special edition was widely distributed to delegates at the GSMA Mobile World Congress, the telecom sector’s largest and most influential annual event
· 2013
Published by the Economist Intelligence Unit, Huawei’s report on UK broadband trends inspires wide debate

RESULTS

Despite facing considerable political obstacles in America, Huawei’s global market share rose from 4.5% in 2006 to 15.6% in 2010. CEO Ren Zhengfei commented in Huawei’s 2010 Annual Report that, “This progress was mainly driven by significant growth in our overseas markets.”

The ongoing campaign engages key audiences and continues to deliver significant value for Huawei, helping to strengthen positive perceptions of the brand, and attract new customers.