Kindle’s Branding Reaserch

With the rapid development of information and network technology, the traditional way of reading has changed. E- book is becoming a new way of reading with its features such as convenient, great information and environmental protection. The way of the development of E-book industry is transforming into branding instead of the hardware and content. At the same time, the rise of “We Media ” provides a new thinking to the industry. As a global leading brand, Kindle definitely has something worthy of study in both his product/service and branding.From the angle of branding and communication, this paper tries to analyze Amazon Kindle?s branding from its product construction and brand communication. My conclusion is that, Kindle?s technical innovation, design of products and massive content resources are the core values of this brand. The main factors of the success of Kindle?s branding are Customer-centric business philosophy, the accurate positioning of the brand based on its core values and all kinds of brand-communication-measures. Kindle maintains the global E-book Industry leadership by enhancing the brand core value, fostering camaraderie with customers and protecting the brand during the brand communication process.However, under the special environment with Chinese characteristics, Amazon felt uncomfortable in the process entering Chinese market with Kindle. Because he missed the golden shrinking period of Chinese e-book market, Amazon didn?t get ahead as expected. This paper gives several recommendations about Kindle?s developing in China: strengthen the construction of the platform content resources; continuation of the international brand, clear its advantages; increasing social attributes, promoting China copyright protection; pay attention to the Chinese market, the development of Chinese characteristics and independent open platform to enhance mutual cooperation. I do hope that this paper can provide useful help to Amazon Kindle?s development and branding in China, also hope that domestic e-book enterprises can get the dissemination enlightenment about platform construction and the brand through the research and analysis.