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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




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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