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英国essay代写范文:品牌的价值研究

2017-03-16 | 来源:51due教员组 | 类别:Essay代写范文

本文利用品牌社群研究联想品牌,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。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。本范文由51due英国论文代写平台整理,供大家参考阅读。


简介 Introduction

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.


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

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.


品牌声誉 Brand Reputation

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 for Lenovo’s superior brand reputation to support customers’ expectations of brand utilisation, which inherited from IBM’s quality. Reputation in high-end quality allows customers to less expose to risks.


品牌关系 Brand relationship

Iconic brand shapes relationship perceptions (Holt, 2002). Studies on economic sociology indicate that a significant product value is perceived future contingencies (Holt, 2002). Holt (2003, p.44) argues that “a successful icon brand must depend on intimate and credible relationship with a rebel world”. Reflecting on Lenovo’s brand strategy, a core position is to focus on ‘localisation and on the consumer market’ (Quelch & Knoop, 2006). Lenovo’s strategy has two priorities, manufacturing and distribution channel. Relying on establish national distribution network, Lenovo always stays close with end users and offers localised solutions, software and user assistance. Hence, brand is supposed to be trusted as long-term partner for customers to always satisfy their needs and wants (Holt, 2004). As well, Lenovo employed consultants to immediately solve customers’ IT failure, which plays a crucial part of Lenovo’s brand relationship. Brand relationship is a weapon to raise users’ brand awareness and brand loyalty (Aaker, 2002). In this view, a focus on localisation user experiences and Lenovo’s consultants reinforce the power of brand relationship, which make Lenovo as an iconic brand.


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