CORPORATE IMAGE BASED ON “XIAOMI”

Abstract

The problem of creating the image of a national business organization cannot compete with companies operating on the global market, which raises the question of forming and improving the company’s image because the company’s success depends on it. However, many aspects of image management remain problematic, especially regarding the company’s internal image, which is an important motivating factor. The importance of image in the smartphone industry today cannot be underestimated as the industry is constantly evolving. Due to intense competition in the technology sector, smartphone manufacturers are forced to produce high-quality products and actively work on attracting attention to their brands. Marketing strategies are critical in increasing sales volumes, forming a positive company image, and maintaining leading positions in the market. In this paper, we analyzed the various marketing approaches implemented by smartphone companies, from “Apple” to “Xiaomi”, analyzing their strategies to attract consumers, their impact on their perception, and how they stand out in the market. This paper explores the various marketing approaches implemented by smartphone companies, from “Apple” to “Xiaomi”, analyzing their consumer engagement strategies, impact on consumer perception, and ways to differentiate themselves in the market. Moreover, it defines the essence of the image and the elements of its formation, considers the methods and toolkit of company image management, characterizes the activities of “Xiaomi”, analyzes the company image and factors affecting its reputation, identifies the problems of the development of “Xiaomi” image and directions of its improving based on the experience of its main competitors.