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work of self-construction (Alexander, et al, 2012). In author’s view, iconic brand must be a carrier that represents objects and subjects of materiality. In turn, this essay discusses how Lenovo demonstrates materiality components: objects and subjects.

Material objects for Lenovo’s brand are easy to capture. These objects may be unique designs of IdeaPad lines in colours, island-style keyboard with bits of red as backlight of the AccuType, and separated left and right click buttons. In Lenovo’s stores, red colour and interactive kiosks represent visible surface of brand materiality. On the shelves, there are showcases of Lenovo mobile handsets, Lenovo Tablets, Laptops, desktops, and servers, and kinds of accessories. Undoubtedly, these objects and characteristics are visible to show important surface of materiality. These surface aspects tell consumers what a Lenovo’s computer looks like, and perhaps, leads to material basis of consumption process (Watson, 2008).

However, as discussed before, materiality of an iconic brand is not just about surface or objects. Brand consumption often combines with a process of generating cultural meanings (Alexander, et al, 2012). To capture invisible depth or subjects of Lenovo’s brand, some evidences are represented. For example, aluminium panels used again for Lenovo’s Y50 laptop gives a sense of solid and quality. The keyboards with bits of red backlight and left and right click-pad buttons give a sense of innovative. In 2014, Lenovo’s new ThinkPad X1 carbon ultrabook, ThinkVision LT2934z panoramic monitor, ThinkPad 8 tablet and quickshot cover, ThinkPad Ultra Messenger carrying case, and ThinkVision LT1423p touch monitor have been awarded as Red Dot’s ‘Best of the Best’ product design award. Taking a glance of Lenovo’s high-quality design objects, consumers are easy to understand how Lenovo integrates the role of innovation into its brand. In turn, material objects have been transcended into aesthetic power of Lenovo’s brand.

Moreover, this module, Opti desktop, tells good story of Lenovo’s design culture. Based on ZIBA’s raw material on consumer research, Lenovo’s design teams commit to soul of Chinese consumers, so-called ‘Search for the Soul’. Culture soul explores tastes of Chinese consumers towards objects of desires with families, such as wallets, lighters and cell-phone holders. Search of culture soul help Lenovo’s design team assess colour, material and properties that connects culture and messaging. Meanwhile, ZIBA’s research team observed attitudes of Chinese households in culture towards areas of work, relaxation, sanctuary, and socialising. ZIBA’s findings indicate that Chinese consumers prefer to a concept-building tool of space-saving, entertainment, input and communication. Next, Lenovo’s Opti desktop was created with characteristics of social butterflies, relationship builders, upward maximizers, deep immersers, and conspicuous collectors (Bloomberg, 2006). Each characteristic serves to different socio-cultural needs, For example, social butterflies meet needs of socialising and deep immersers reflect on consumers’ desires of escaping by fantasy and immersion. In this view, Lenovo’s PC model conveys elements of Chinese culture to satisfy consumers’ emotional and utilising needs. ‘Search for the Soul’ is a strong evidence that Lenovo’s brand conveys cultural symbolism, which integrates objects and subjects into creation of materiality.本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。