ABSTRACT

This study focused on the investigation of the relationship between the extent of the implementation of marketing strategies at Huawei Company and the level of brand resonance on Huawei products. In addition, it was also focused in determining the problems/challenges encountered along building brand resonance among customers of Huawei products. The object of the study was the Huawei brand in the smartphone industry. The participants included the employees of Huawei Company in China and selected customers. The research utilized a mixed method approach, utilizing a combination of qualitative and quantitative research methods. The results showed that the implementation of marketing strategies by Huawei Company was assessed as moderate extent which implies that Huawei Company has made progress in its implementation of marketing strategies. Moreover, the level of brand resonance of customers on Huawei company was assessed to be high. This means that the participants recognize that Huawei company has established a deep and meaningful connection with customers with a particular product it offers beyond just the provision of customer satisfaction or utility. The findings reveal that there is a significant relationship between the extent of implementation of marketing strategies and the level of brand resonance of Huawei Company. The greater the extent of implementation of marketing strategies, the higher the level of brand resonance of the company. Although Huawei Company has been focused in implementing its marketing strategies as a whole, there are still many shortcomings and the company still faces various problems and challenges that need to be addressed through an action plan hereby proposed in this study.

Keywords: Marketing strategies, Level of brand resonance, Huawei Company, Brand attachment, Brand engagement
https://doi.org/ 10.57180/ghtf9287