Computer Brand Story Content Analysis Research

This paper synthesizes three bodies of brand story theoretical literature at home andabroad on brand story definition, story elements, and story marketing. It selects Lenovo’s andAcer’s brand stories on the Chinese official website as a study sample, and combines theprinciple of content analysis and qualitative way of text analysis to analysis thoes brandstories. This study compares the brand stories of Lenovo and Acer, in terms of story elementsand narrative structure. It also explores the present study investigates how the narrativedimension is incorporated into brand marketing.Fist, coding Lenovo and Acer brand stories, comparing the similarities and differences ofthe two major computer brand stories in the character, event, object, message, conflict,narrative structure, narrative feature. The results show that: Both Lenovo and Acer have acontinuous plot, but lack the villain and the conflict; both adopt a liner narrative structure,focusing on the evolution of the brand; both pass the message more rational, and there is nonegative information, prefer to reference corporate executives what once said.Socond, combining with the results of the content analysis of Lenovo and Acer, thensynthetically discuss the underlying causes of villains and conflict points missing, and theproblems and recommendations of computer brand story marketing. For example, brandstories about celebrities and spokesperson is less; the brand story is too rational, and lack ofinteractivity, etc.Finally, according to the above research results, This paper attempts to put forward somesuggestions on the domestic computer companies how to use the brand story to communicatewith consumers and building brand. From the text level, using the brand story to pass thespirit of the brand’s core; From the psychological level, using the brand story to createemotional values; From the cultural level, using the brand story to establish cultural resonancewith consumers.