Case Study: Branding at Anker Innovations
I’m Hina, a Marketing Intern at Vitcore Electronics. As a future marketer, I seek an outstanding way of branding and do daily research about it. Throughout the research, one company attracted me to write about their successful branding.
Background of the Company
Anker Innovations is a consumer electronics company based in Changsha, Hunan in China. Based on the website, it was founded in 2011 and surprisingly, was named “2012 Top Holiday Seller” by Amazon US. The key product is a smart charger and it’s not only portable to carry everywhere but also able to charge three times faster than Apple’s previous version. Indeed, it says 47% of the employees are R&D, which enables the firm to position itself as “America’s No.1 Fast Charging Brand” in the market.
The company has two visions
・Build leading brands that consumers love
・Provide essential services to advance industry
In other words, what they have in common are customers. Even if you invent and offer a life-changing product, you cannot sell it if you don’t care about customers’ needs and wants. Therefore, the biggest reason why the company has reached over 80M users with 2.5 billion CNY is that it could convey the message aiming at a smarter and better life for consumers.
We, Vitcore Electronics is a start-up diving into a big world. Our prime goal is to create a shop in which you can easily find whatever product you need as we have focused on delivering the best customer experience. As a writer at Vitcore Electronics, I would like to learn a lot from case studies of other successful companies and convey our corporate mission to more and more people.
Whole Shop: @Vitcore.Electronics
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