The internal mechanism of ecological brand creation in the era of Internet of Things – an exploratory case study based on Haier

Purpose To explore how ecosystem brands can build competitive advantages through innovative mechanisms in the era of the Internet of Things (IoT), using Haier as an exploratory case study. Design/methodology/approach Based on the background of the IoT, taking Haier’s seven ecological circles as the research object, this paper conducts an embedded single case study on the issue of “How to create ecological brands in the IoT era.” Findings From the perspective of strengthening employee foundation, maximizing the value of employees through changing work relationships, adjusting work styles and switching incentives is the prerequisite for the establishment of an ecological brand. From the perspective of promoting organizational development: maximizing organizational value through organizational reinvention, partner empowerment and user experience iteration is the key means of ecological brand creation. From the perspective of realizing ecological value: maximizing ecological value by creating an ecological atmosphere, establishing a value mission and sharing value creation is the ultimate goal of the establishment of an ecological brand. The three perspectives work together and promote each other to realize the establishment of an ecological brand. Originality/value To provide theoretical guidance and practical insights for enterprises in creating ecosystem brands in the IoT era, promoting sustainable brand development and enhancing competitive advantage.