On March 15th, Huawei Cloud & Huawei Terminal Cloud Innovation Summit 2024 corporate brand building theme forum was successfully held in Huangshan, Anhui. At the meeting, Zhang Peng, vice president of Huawei Cloud China and CMO, said that facing the difficulties and challenges of the new era, brand has become one of the driving forces of business growth and corporate culture. To achieve a great brand requires enterprises to change their consciousness, use the right methods, build a good process and embrace brand transformation. I believe that China should have more brands to grow up and give more and better choices to customers around the world.
Vice President of Huawei Cloud China, CMO Zhang Peng
How is the Huawei brand tempered by accumulating brand potential energy?
Brand building has never been achieved overnight, but the result of long-term operation and Excellence. At the event site, Zhang Peng shared the underlying logic of Huawei’s sustained brand growth by combining Huawei’s practical experience in management, marketing and service.
According to Zhang Peng, Huawei has a clear understanding of its own brand building: First, brand is strategy. Huawei drives business strategy with core values, then drives brand strategy, and then delivers it to customers through integration; Second, the brand is the top project. The strategic direction choice, investment determination and implementation will of enterprise managers play a key role in brand building. Finally, the brand is "played". It includes products, corporate image, marketing communication, service experience and all other sensible elements. Only by delivering tangible value to users can the brand become popular and develop with high quality.
In terms of management and operation, Huawei has built a brand strategy system driven by value, and a management system and process architecture with process as the core, which also enables the experience to be replicated, enables the excellent to be replicated, and ensures the stable and efficient operation of the business. Based on the need for in-depth insight into market segments, Huawei also introduced the MTL process construction. After the process of "first rigidity, then optimization, and then solidification", the enterprise market gradually changed from the perspective of pure sales to the realization of enterprise goals through "camp", further driving the growth of brand business.
Brand building "trinity", achieving great brands in the new era
At present, with the tide of global digitalization, China enterprises are facing unprecedented opportunities for technological innovation, and at the same time, they are also facing various problems in brand building. In the long run, the trend of China enterprises moving towards the high end of the global value chain will not change, and the rise of China brand is imperative, so it is necessary to steadily upgrade brand building.
Vice President of Huawei Cloud China, CMO Zhang Peng
Zhang Peng pointed out that brand is a systematic project, which needs to be built and managed by professional methods. Only by perfecting the process architecture and brand system can we achieve a lasting and great brand. At the meeting, Huawei Cloud also released the "Brand Acceleration Solution" with partners, the "Trinity" of brand consultation, brand alliance and intelligent brand marketing solution, and "Yunyun Collaboration" to accelerate brand growth.
In brand consultation, Huawei continues to open brand management practice methodology for the whole industry, covering brand strategy implementation, diversified brand management, DSTE+MTL process, expert service projects, etc., to help enterprises in various industries effectively enhance their brand power; At the level of brand alliance, Huawei Cloud, Terminal Cloud and Ecosphere partners have joined forces to deepen mutual trust and cooperation, and fully combine brand endorsement, joint marketing, business opportunity sharing, resource collaboration and brand going out to sea to promote the practice of brand building; At the same time, Huawei also provides diversified and differentiated end-to-end brand and marketing solutions, solves the pain points of users in marketing, sales and service through digital means, empowers brand building and promotion with technology, and helps each brand achieve "greatness".
The times are developing, and brand building should also keep pace with the times. Along the bridge of "Yunyun Collaboration", I believe that China enterprises will be more confident, determined and emboldened. Facing the future, Huawei will also walk side by side with more partners and seek common development, so that more China brands can be seen.
