Brand Creation

U.S. Market Entry and Brand Development

Midea Group is a leading HVAC equipment manufacturer based in Guangdong Province, China. Historically, Midea’s U.S. market strategy revolved around OEM direct sales.

In 2010, Midea determined that in order to achieve substantial growth, the company must establish its brand with wholesalers, dealers and homeowners.

Midea engaged Wavelength based on the team’s experience in successful HVAC brand development and product launches. Midea’s U.S. launch faced challenges including a crowded competitive field, established OEMs with large marketing budgets and an overall negative end-user perception of Chinese products (associated with quality).

We had six weeks to create the brand identity and marketing materials for a formal launch at ASHRAE. Our team puts its 30+ years of HVAC industry experience to work, creating a brand that was clearly positioned against competitors and easy for end users to adopt. We overcame language barriers and timing challenges. The show went off without a hitch.

Midea calls us “an experienced team with a strong work ethic.”

We’d like you to do the same.

Download the Case History here.

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