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Abstract Recent years, with the development of science and technology, people’s life and work are closely related to electronic products, especially the cell phone which brings people great convenience. The market competition of cell phones is fierce. Therefore, companies should strengthen the brand competitive power. Establishing successful brand image is a key step for companies to become competitive in cell phone market.29083
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China, which has the largest population in the world, supplies a big consumer group for the cell phone market. Lots of cell phone brands want to take a place in Chinese market. Many cell phone brands get some success and attract some stable consumer group. Of these successful examples, Apple Inc. is pretty representative one that has a vibrant and unique brand image which leaves consumers deep impression. First, Apple Inc. has an impressive logo, an apple that has been taken a bite to get people have an impressive first impression. Second, it has clear brand positioning to position its target product, target consumers and target market. Its product design is simple, humanized and fashionable to meet target consumers’ needs. And its products are positioned in middle and high-end market. Finally, its effective brand promotion leads itself to stand out in many brands. Multimedia broadcasting tool, implant advertising and Apple stores are all its ways to make promotion. Domestic cell phone brands are in development, brand success of Apple gives them some inspirations.
Key words: brand image brand mark brand positioning brand promotion
摘 要近年来，随着科学技术的不断发展，人们的生活已经与电子产品密不可分。尤其是手机，为人们的生活带来了巨大的便利。手机市场的竞争是激烈的。因此，公司必须努力增强品牌竞争力。建立成功的品牌形象是在手机市场站稳脚跟的关键一步。
中国，作为一个人口大国，拥有着大量的消费群体。许多手机品牌都力图在中国手机市场占领一席之地。许多手机品牌都获得了一定的成功，并吸引了一批相对稳定的消费群体。苹果公司作为品牌成功的典型案例，它独特而又鲜明的品牌形象给消费者留下了深刻印象。首先，苹果公司有一个令人印象深刻的品牌商标。它的图标是一个被咬了一口的苹果给人深刻的第一印象。其次，它有清晰的品牌定位。目标产品、目标顾客、目标市场的定位清晰。它产品设计的简洁、人性化、富有时尚感，能够满足消费者需求。另外，它的产品定位在中高端市场。最后，它有效的品牌推广使它能在众品牌中脱颖而出。多媒体宣传、植入广告和苹果体验店都是它有效的推广手段，使它的品牌广为人知。国内手机品牌正处于发展中，而苹果公司品牌的成功给了中国手机品牌的发展一些启示。
关键词：品牌形象 品牌标识 品牌定位 品牌推广
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
1.1 Background 1
1.2 Conceptions of Brand Image 2
Chapter Two Literature Review 4
Chapter Three Methodology 6
Chapter Four Result and Discussion 8
4.1 Brand Image Establishment Strategies of Apple Inc. 8
4.2 The Problems and Solutions of Domestic Mobile Phone Brand Image Establishment 14
Chapter Five Conclusion 18
References 20
Appendix 21
Inspirations of the Success of Apple’s Brand Image for Chinese Cell Phone Brand Promotion