Corporate Positioning & Brand Strategy


Haier Europe is part of Haier Smart Home, the world's No. 1 appliance company and one of Fortune Global 500 companies. Listed on the Shanghai, Frankfurt and Hong Kong stock exchanges, Haier Smart Home is present on all 5 continents with 25 industrial parks, 14 research and development centres and around 100,000 employees. The company achieved a turnover of approximately 32.6 billion euro in 2022 with global sales in more than 160 countries. In Europe, the company markets products under the Candy, Hoover, Haier, Rosières, GE Appliances and Fisher&Paykel brands. Haier Europe is based in Brugherio (MB), Italy.

Company needs
For Haier Europe, we were responsible for defining the Corporate Purpose by working in close synergy with our strategic partners at The Visual Agency.

The definition of the corporate purpose reflects Haier's need to give substance to its transformation from a manufacturing company to an ecosystem of co-creation and Internet of Things communities. The new corporate purpose is intended to represent the compass the company intends to follow to maximise benefits for its stakeholders and society.

After an in-depth analysis of industry benchmarks and best cases in purpose, we interviewed top managers - including the CEO - to understand what they considered to be the most significant elements of vision, mission and values.

Subsequently, through a co-creation process involving the team, the key-messages were outlined to define the purpose and thus the storytelling and pay-off. Finally, a video was made: an emotional transposition of what was expressed by the storytelling.

  • Pay-off, synthesis of the new purpose: The new era of living
  • Storytelling about the purpose
  • 1 emotional video
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