Research On Digital Player Brand Image Communication : Ipod

Apple originally known as Apple Computer (Apple Computer), headquartered in Cupertino, California, United States, the core business is electronic technology products. Apple's iPod as one of the best-known products, in similar products sold all over the world champions to win. In 2005, the online magazine "Brand channel" has selected the world's top five most influential brands, Apple's iPod digital music player with the top ranking. Reviews that: iPod escape from all high-tech products for the cold impression, through the great innovation and excellent design, bringing a new sense of intimacy and passion products. iPod's success, thanks to a collection of many factors, this paper only from the perspective of the brand image of the spread of its success or failure.First, this paper predecessors brand, brand image and brand image evaluation on the basis of theoretical research mainly from brand communications and integrated marketing communication strategy point of view, in order to spread the brand image as an entry point to iPod brand communication activities for the study of the major areas of , the iPod would be so carried out will be successful this issue more in-depth, comprehensive discussion, summed up iPod in advertising, public relations, brand experience and web-building aspects of these four unique experience.Next, this article on the four sales and brand awareness are good home-made digital player brand Meizu, OPPO, Newman and patriots brand communication strategy analysis failed to find these brands of their respective areas. In this paper, case study research methods adopted, comparative analysis with the iPod brand image of domestic brands in the spread of the pros and cons to draw some inspiration for some of the domestic counterparts can learn from experience: First, there is no uniform model of brand communication; 2, small and start - the use of advertising strategies to spread brand image; 3, the details determine success or failure - the use of public relations activities, to disseminate the brand image; 4, integration of resources - the use of the brand experience, brand image transmission; 5, Stones from other hills may serve to polish jade - clever use Potential dissemination of brand image; 6, brand image spread must be reasonable maintenance and management of the brand.This study results, for those pairs of brand management, especially people interested in the brand communication research, the lack of world-renowned brands, is trying to build a world-renowned brands of similar enterprises in China, and perhaps will have some understanding of the value and learn.