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代写essay:利用品牌社群研究联想品牌

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2017-03-08编辑:cinq点击率:6519

论文字数:3000论文编号:org201703081021538326语种:英语 English地区:英国价格:免费论文

关键词:品牌传达代写essay留学生作业

摘要:本文是留学生essay范文,主要内容以联想作为研究对象,分析其利用品牌社群的渠道的具体情况,以及品牌传达的内容和理论。

品牌传达,企业要建立产品价值,例如,信誉、经验、关系、和符号。顾客感知的这些价值使得品牌成为图标。“标志性”是一个大的声明和标志性品牌意味着象征,意义,或地位。成为标志性的,品牌是创造标志性价值和建立竞争优势的经营战略的一个重要方面。今天,中国品牌增加全球存在各种收购,例如,联想,海尔,华为,TCL,和Geely。在参考MillwardBrown,中国企业从制造商的营销和品牌中国创造进化。这种观点激发了品牌和品牌的一个新的焦点,对这些中国公司从来没有如此重要。本文将联想视为一个标志性品牌,首先解释了为什么联想能够成为一个标志性品牌。其次,阐明联想品牌的主客体关系,阐明品牌消费的重要性。

Introduction 简介

Brand conveys values that firms want to build into products (Keller & Lehmann, 2006), for example, reputation, experience, relationship, and symbol (Holt, 2002). These values perceived by customers make a brand as icon. ‘Iconic’ is a big statement and iconic brand means a symbol, meaning, or a status. To become iconic, branding is an essential aspect of business strategy to create iconic values and establish competitive advantages (Holt, 2002). Today, Chinese brands increase global presences by various acquisitions, for example, Lenovo, Haier, Huawei, TCL, and Geely. In reference to MillwardBrown (2011), Chinese companies evolve from maker to marketers and creation of brand China. This viewpoint inspires a new focus of brand and branding that has been never so important for these Chinese companies. Knowing Lenovo as an iconic brand, this essay firstly explains the reasons of why Lenovo can be an iconic brand. Next, object-subject relationship for the brand of Lenovo is clarified to illuminate how materiality of this brand is consumed.

Why Lenovo is iconic brand 为什么联想是标志性品牌

Brand being icon must create a myth, so, consumers can perceive such myth as embodied in the product (Holt, 2002). This myth helps customers resolve acute tension between their lives and society’s prevailing ideology. Ideology refers to ideal belief or attitudes of a group or individuals towards something (Holt, 2003). But, most people’s daily lives remove from their ideology or ideal vision, and create a tension. Such tension leads to a demand for myth. Subsequently, nature of branding is to satisfy demands of myth, so, consumer can buy the brand to experience this myth. As such, brands convey values or ideologies or cultural artefacts to become an icon, for example, Nike or Coke, a meaning of American cultural identity. Iconic brands have several values that consumer matters, including reputation, relationship, experience, and symbol (Holt, 2004). In this part, the author explain why Lenovo is an icon focusing on these values.

Brand Reputation 品牌声誉

Reputation stands for brand’s tangible utilitarian features (Holt, 2002). All products may have risks, and customers tend to pay and reduce risks when selecting brands. Reputation serves as added-value of brand for customers to guarantee reliability of excellent quality and future performances.

Lenovo or Legend history is perceived as a PC pioneer or brand of leading technological reforms in Chinese mainland. Lenovo’s ‘horse race’ strategy is the right vision to compete in low-end of the high-tech PC products. In 2004, Lenovo acquired IBM’s ThinkPad brand, an iconic PC brand, and became the third-largest brand of PC markets. This brand acquisition allows Lenovo to globalise with well-establish brand, share ThinkPad’s global market sales channels, lead high-end R&D operations, globally experienced managers and employees (Ahrens & Zhou, 2013). Next, Lenovo creates a position impression of a better new master brand than ThinkPad, focusing on ‘more efficiency and innovative’. Reliability acts as core value论文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。

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