The decision comes after Haier earlier selected Burson-Marsteller to handle its domestic public relations business, a deal which is widely believed to have ended upon the departure from the white goods giant of former CMO Larry Rinaldi.
Whilst Haier is the official home applicances sponsor of the 2008 Games, its sponsorship is a purely domestic deal. Regardless, the company is hoping the competition brings it an opportunity to build its image among a global audience. In addition to selling its goods around the world, Haier has a mission to become one of the world’s most esteemed and respected brands, said Haier Group CEO Zhang Ruimin (pictured).
With its local expertise and global insights, Hill & Knowlton will be able to assist Haier accomplish the last stage of our four-step development strategy, which is building a global brand.
Haier is the number one home appliance manufacturer in China and ranked fourth in the world in terms of revenue. Haier began its international strategy as early as 1998. As of 2007, Haier products are distributed in more than 160 countries and regions in North America, Europe, the Middle East, Asia and Africa. The Group’s overseas sales amounted to US$4.1 billion in 2007, which represents a quarter of the total US$16.2 billion in global sales that year.
