Brand Building for International Markets for a Chinese Company

Estable is a new to market brand built on the success of a Chinese company which wants to establish a global reputation for high quality building material products and solutions. The first product is branded under the corporate brand and there will be further rollout out of brand extensions.

After a competitive and market analysis, the decision was made to roll out a series of functional brands under the corporate brand name Estable. The first offering is a high quality great value tiling adhesive with multiple functional benefits. The brand is differentiated on these superior functional benefits and supported with service offering through an experienced trained sales and service advisory team to offer training and ongoing support for construction projects in extreme weather situations. We also set up social media platforms to broaden the appeal and illustrate the benefits of the adhesive performance across multiple communication channels in Asia.