Haier is a local white goods manufacturer in China. For 24 years it has been a brand that caters to the mass lower income consumers. Resulting in a huge brand image problem.Haier Luxurii is their top of the line washing machine, which is targeted at up-market Shanghai and competes with imported German and Japanese brands.The objective is to make the brand resonate with white-collar females in Shanghai, a group of consumers who have high quality of life.