CHALCO: building a global brand while passing industry crisis

Abstract

Purpose – The purpose of this study is to explore the strategies that companies could adopt to build a global brand during industry turbulence. CHALCO company was selected as a case study to conduct this research. Design/methodology/approach – A multi-faceted approach to data collection is used to demonstrate that a company strategy in the form of targeted global branding is the main factor behind success. CHALCO annual reports and public announcements were collected and analyzed. Different secondary sources are exploited to confirm the research results and explore industry structure. Findings – Results show that CHALCO is building a global brand by adopting master brand Strategy, in which the company is focusing on a straightforward strategy with two components: develop CHALCO as a strong master brand and remain to support the sub-brands. To achieve this strategy, CHALCO were seeking more innovations to reach better quality and reliability. Originality/value – The literature reports considerable research that investigates global branding. However, this case study presents practical example of how companies can build global branding in turbulent environment.