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f brand experiences. Thereby, it asserts that Lenovo is an iconic brand by creating a myth in demands.

Brand symbol: a China’s success 品牌符号：中国的成功

In cultural disciplines, iconic brand must convey symbols and express culture and identity (Holt, 2006). Studying on consumer behaviours, human seeks for their material culture and concretes markers of values and identity. In turn, consumer goods have functions of expressing a certain ‘consumer culture’ regarding lifestyle, status or any aspirational social identity. For example, Nike is viewed as a symbol of American ideals towards achievement and perseverance in 1990s. That is why iconic brands create culture identity for consumers and conquer so-called myth market (Holt, 2003).

Reflecting on Lenovo’s brand culture, the logo combines two words: former brand ‘Legend’ and Latin word ‘novo’. It is meaningful to convey a spirit of a Chinese company forward innovation. Taking a glance of Lenovo’s corporate culture, innovation or ‘novo’ is core part of its brand ideology, for example, “global collective of empowered innovators”, and “innovative devices and preferred ecosystem of services and applications” (Lenovo, 2011). Meanwhile, Lenovo has heritages from Chinese origins, which boost Chinese consumers’ feelings of pride and honour. Hence, Chinese culture has heritages of model or elite culture (Wang, 2003). The author argues that in today Lenovo serves as a successful example that inspires young Chinese entrepreneurs. Not everyone can succeed, which implies a tension between ideal myth and real-world. This tension makes Lenovo as one of a few winners in myth markets. Lenovo creates an ideological myth, thus, becomes an icon.

Based on four-value of iconic brand, Lenovo attempts to create and deliver these values through establishing quality in excellence, customised or localised services, better user experiences, and imprinted innovation culture. Hollis (2011) argues a key characteristic of iconic brand is symbol and meaning to attach customers’ emotion to cornerstone of iconicity. In author’s view, Lenovo is one of the best China’s successes, standing for elite or cultural spirits. Such spirits is durable as symbolism and identity myth (Holt, 2004), which inspires Chinese young entrepreneurs and wide audiences in China. thus, Lenovo should be seen as iconic brand in China.

Materiality elements of Lenovo brand 联想品牌的重要性要素

Material culture explains “much of what exist not though people’s consciousness or body, but exist in exterior environment that habituates and prompts people” (Miller, 2005, p.51). Thereby, according to Weiner (1994) and Kravets & Orge (2010), materiality of iconic brands comprises of not only issues of material objects like labels and product features, but also brands’ subjects of meaning or symbolism. A process of iconicity transcends material surface to depth-myth or aesthetic power (Alexander, 2008). Material surface refers to a brand’s representation in sense, such as shape, colour and packaging relating to brand consumption process (Watson, 2008). However, material surface wants to be iconic, aesthetic power or invisible depth is necessary (Alexander, 2008). Depth refers to subject relativity and represent meanings or symbolism of an iconic brand. Indeed, cultural sociologists believe that consumers often seek for objects and meanwhile desire, fantasy and ongoing imaginative