An Analysis of Xiaomi Smartphones' Online Marketing Branding Strategy Using the Brand Equity Model

Weida Wang

doi:10.54691/bcpbm.v40i.4388

Authors

Weida Wang

DOI:

https://doi.org/10.54691/bcpbm.v40i.4388

Keywords:

Brand marketing; Brand communication; Marketing; Business management; Product differentiation.

Abstract

The Chinese smartphone market has entered a white-hot phase over the past decade, with fewer and fewer new manufacturers stepping into the smartphone market to compete. As of Q2 2022, Samsung, Apple and Xiaomi are the top three mobile brands in the world in terms of supply. The author selected the brand equity model to measure Xiaomi's online brand marketing strategy as the research question, examines how Xiaomi has managed to make its own brand amid-st the technological barriers of its competitors. Its successful online brand marketing theory can be a useful reference for similar companies and brands that need online brand building. The author uses questionnaires, literature research, case studies and induction to analyse Xiaomi's unique online brand marketing. The conclusion is that Xiaomi has built up high brand equity in its online marketing and used the fan economy, the Netflix effect to increase customer stickiness and high brand influence.

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