The Positive Research On The Compare Of Brand Image Between Konka & Nokia In Hangzhou

The time of brand competition all over the world have already come. With china joining the WTO, large quantity overseas brands are flowing into Chinese market, competing with weak Chinese brands. In the last few years, the Chinese and Foreign brand war inside the cellular phone market is more and more sharp and if the domestic brand want to acquire the advantage, it should promote the own brand image, change the consumer's brand hobby. Although the economics, management, marketing are all researching the theories of brand image in own field, they do few of them in the practical brand, especially for how to combine the theories and practice, serve for the brand image promotion. On this background, we selects two brands, KONKA & NOKIA, to do the positive research in the compare between them, and find the precise way in the brand image promotion, and use it in the POP advertising design.First, on the theories on brand image, we improved the brand relation model theory, originally advance that the consequence of brand recognition and brand image is the relationship of brand and customer each other. Secondly, we done the groping research on the inscape of brand image, and then bring up eight inscape of brand image as the theory base of the positive research compare between KONKA & NOKIA.In the positive research part of the paper,using the original senmantic differential scale about inscape of brand image, do classified sample in the city of Hangzhou. First, we validated the contribution of the inscape in brand image. And then, conferring the NOKIA, analyse the consumer's attitude difference, find the way to promote the brand image. Finally, on the conclusion, we done the the POP advertising design.