Free Essay Example on Leadership Brand: Huawei, Inc. Branding

Introduction

Leadership branding increases the competency and productivity of a company (Saxton, 2015). Most leaders indulge in leadership brands as a way of promoting their brand name. Notably, over time, myriads of companies have mushroomed in the market, and most of the companies offer the same products (Alkhawajah, 2019). Markedly, this implies that to gain a competitive advantage over the competitors, the companies need to do something exceptional, that will stand them out of the contested market by having a leadership brand. Therefore, leadership branding is the publicity generated when exceptional managers, with unique talents, aim at fulfilling the investors’ and customers’ expectations (Crowder, 2017). It includes analyzing the feedback from the customers and investors and coming up with measures that fulfill those needs (Alkhawajah, 2019). A company does not build its leadership brand; instead, it goes to customers and investors and asks them how they perceive the product or services (Alkhawajah, 2019). Most management stipulates that leadership branding, such as personal branding, plays a major part in its success in the competitive market. For enterprises to outperform their rivals and gain competitive advantage, it is empirical to create a leadership brand. Resultantly, this essay will focus on the role of management leadership in creating uncontested market space and building a brand that outperforms the cutthroat competition.

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Management Leadership Is Pivotal in Establishing a Leadership Brand

Leadership indeed creates sustainable competitive advantages and customer loyalty. Several reasons tailor most management to embrace leadership branding (Alkhawajah, 2019). Agreeably, one of the benefits is that it ensures a powerful reputation. The major benefit of leadership branding is that it creates confidence among the stakeholders and customers, among others (Saxton, 2015). Besides, branding creates a level of measuring the company’s success in the market (Crowder, 2017). Therefore, leadership branding offers the basis for company evaluation. It also determines how people experience the company (Crowder, 2017). For example, the most successful companies on leadership branding include but are not limited to Huawei, Infosys, Alibaba, Oppo, Vivo, and Indian oil (Saxton, 2015). In these companies, leadership has fostered their success to a higher degree (Balding & Clarke, 2019). Besides, leadership branding enables these companies to produce excellent leaders for generation after generation.

Discussion: Huawei Inc. Company Case Study

Huawei Inc. is a Chinese multinational company whose headquarters are in Shenzhen, Guangdong (Balding & Clarke, 2019). The all-inclusive company manufactures telecommunication gadgets and sells consumer electronics across the globe, such as Huawei smartphones (Saxton, 2015). Remarkably, Huawei Inc. stands a notch or two higher than the competitors due to the leading brand. Additionally, it is among the myriads of companies with a lot of publicity besides Alibaba, Nokia, Samsung, Apple, Microsoft, and Google (Alkhawajah, 2019). The reputable company was founded 33 years ago by Ren Zhengfei, and it serves all areas across the globe (Crowder, 2017).

Due to the branding, the company has expanded over time to include other services, such as the provision of telecommunication networks, manufacturing electronic gadgets, and offering consultancy services and equipment to enterprises across the world (Crowder, 2017). It is important to note, that this has seen the company vertically sailing to the new blue ocean, particularly on the IoT opportunity (Balding & Clarke, 2019). Growing a business to beat the competition and exploit existing demand is not easy; however, the Chinese brand has broken the hegemony of other brands in marketing, which has aided the company to be among the best smartphone brands by exploring innovation and integration (Crowder, 2017). Huawei Inc. produces diversified products, such as Huawei phones, laptops, tablets, wearables, software, and other products (Balding & Clarke, 2019). Most marketers argue that Huawei Inc.'s leadership branding is the key to its success, as opposed to its product's quality and superiority (Alkhawajah, 2019).

Huawei Inc. indeed utilizes leadership branding to meet the needs of a product in the market despite targeting high-end consumers (Balding & Clarke, 2019). According to Ren as the founder of the company, strong leadership was built, bringing a trajectory of success to the company (Alkhawajah, 2019). The Huawei's ground mantra was to be the best in everything they did (Saxton, 2015). Further, the renowned company's leading brand is embedded in the ethics, mission, and policies (Alkhawajah, 2019). Following ethics, Huawei's executive offers a code of ethics and requirements that are straightforward (Steen, 2020). Notably, this has always been why the company delivers its value, strengthening its reputation, hence its leadership brand. Remarkably, Huawei's leadership brand is developed by bringing everything to value (Crowder, 2017). According to the recent publications, it is indicated that the renowned company stands a notch or two higher than the rivals as the company has a different approach to providing value (Steen, 2020). Unlike some of the companies struggling in the red ocean market, Huawei has made its brand more prominent by setting different approach to innovation, by looking for means to bring the authentic meaning to the consumer's experience (Alkhawajah, 2019). Since the foundation of Huawei Inc. is a private company, the executive leadership was charismatic and transformative, therefore, influential to the employees and the brand (Balding & Clarke, 2019).

Further, the company embraces partnerships and collaborations with other notable brands, not overlooking living the values and mission up to date (Balding & Clarke, 2019). Agreeably, the company partners with Vodafone, Audi, and GAC Toyota Motor, among others, and this aspect of branding has led to the success of the company in the competitive market in different ways (Crowder, 2017). It is the foundation of the company’s success in creating the market share and the customer base (Crowder, 2017). Ensuring the Huawei company's management leadership, it is evident that the uniquely geared anticipation of delivering value to the investors and the clients has contributed to the leading brand and gives the renowned company an upper hand against the competitors (Balding & Clarke, 2019). A company with a leadership brand instigates trust and respect among the executive and employees, which is paramount in delivering its promise.

In creating a brand that outshines the cutthroat competition, management leadership is the building block (Steen, 2020). Therefore before considering other principle factors, it is important for the companies first to establish a leadership brand. For instance, following Huawei Inc., the reputable company, largely invests in the extensive based leadership development that is empirical in aiding the executive hone the attributes and professionalism relevant in meeting the anticipations of the clients and investors (Zeesahn et al., 2020). Meeting the client’s expectations by delivering value in every contact made, the company has broken the supremacy of Apple Company, and stands a notch higher in the smartphone ranking (Crowder, 2017). Additionally, due to Huawei's leadership brand, the renowned company has become the largest telecommunication equipment manufacturer across the globe (Crowder, 2017).

Initially, Huawei Inc. was established and commenced as a privately owned company, majorly put up for consultancy ("Chinese strategic mind at work: Huawei," n.d., p. 176). However, over time, strong leadership has given the company a competitive advantage by creating a leadership brand that seems to be an essential aspect of its success in today's competitive market. According to the Huawei Company founder, the creation of a brand that outshines others like Huawei is not a walk in the park (Daash, 2020). Contemporary research indicates that in building a strong leadership brand, Ren, the founder of the renowned company, initially set strategy and groomed talents excellently (Muhammad & Qureshi, 2020). Further, the company's executive ensured that the internal stakeholders were well conversant with the firm's stringent and high expectations (Balding & Clarke, 2019). Over the years, the well-known company has further kept a strict track of their success over the long term, and it is through the management leadership that the corporation has created a brand that outshines the competition and has been the rationale behind the strong leadership brand (Zeesahn et al., 2020).

Through the strong leadership brand of Huawei Inc., created by the goal-oriented and customer-oriented strategy, the company has made great notable business moves (Liu et al., 2020). Following the strong leadership brand, the company, over time, makes competition less relevant and creates a niche where there will be an uncontested market (Hunt, 2019). In a nutshell, even in the red ocean market, the Huawei brand is outstanding and exceptional, unlike other brands due to the management leadership, which gives the company a competitive advantage over the rivals (Steen, 2020).

Long-term success is contingent on the critical distinction between leaders and leadership (Saxton, 2015). Arguably, there is a thin line that acts as a distinction between the strong leadership brand and the weak leadership brand, which determines the corporate niche among the competitors and the competitive advantage a brand gets over the competing companies (Shahane, 2020). Some companies focus on the leaders where the attributes of the individuals are revealed, but the Huawei company management explores the leadership (Balding & Clarke, 2019). This is empirical in long-term success, as the company produces not only excellent leaders but also the subsequent leaders who are great, goal-oriented, and customer-oriented (Huang et al., 2015). Markedly, Huawei Inc. management believes in the long-term success of the brand and, therefore, focuses on the leadership techniques that secure the firm's ongoing good and, consequently, establish a good foundation for the leaders and excellent future leaders (Zeesahn et al., 2020). Following the nexus between Huawei's output and reputation with the client's needs and investor’s anticipations, created by the management leadership, the brand of the company, has gained popularity based on the market anticipation, and this has played a determining role in the quest to build a brand that outshines the other established brands (Murmann, 2020, p. 56).

Most companies have a good brand name due to great management with strong operational attributes relevant to maintaining the status quo (Hunt, 2019). However, while this is critical, some companies lack executive and other internal stakeholders with know-how- to experience and confidence pertinent in building a strong leadership brand and a brand that outshines other companies (Liu et al., 2020). Taking insights from the Huawei well-managed company and other leading companies in India, Latin America, and China, it is evident that management leadership is empirical in giving the company a competitive advantage over its rivals (Liu et al., 2020). As a result, it is imperative for companies to embrace different paths for raising and testing the concepts to achieve the status quo (Gurumurthy, n.d.). For instance, Huawei Inc. Strategic leadership embraces the development and presentation of the concepts as key skills in achieving leadership status (Daash, 2020).