Huawei Brand Song:
Huawei consumer brand song “Dream It Possible” is written by a Chinese songwriter Jane Zhang. The singer of this song is Ywenna Carollin. This song has been picturised in Prague which is the capital of Czech Republic, an old European city.
Huawei is communicating the values of the company through the emotional and compelling story presented in the video. Its brand song is highlighting the commitment to excellence through hard work, love and support of the family. The song which is based on a young girl named Anna who has a family history of great pianists and is on her journey to become a stellar concert pianist. As she grows up and faces the barriers in reaching her dream, she works harder and harder until she breaks apart. Her grandfather gives her the strength to succeed. The song also shows how Huawei smartphones help her stay connected with her family during the time when she was away from home and needed support of her family.
Apple Brand Song:
Apple does not have a brand song. When we search for Apple’s consumer brand song Apple Music Anthem appears as the first search result which is an advertisement of Apple Music.
Comparison Between Apple and Huawei Brand Song:
If you search consumer brand song in Google, the brand song of Huawei is on all of the search results on the first page. Huawei is trying to build a relationship of care and trust between the company and its customers through its brand song using emotional appeal. It is also delivering a message of how hard they work to provide a quality product for their customers. Through their message conveyed by the song they are making place in the mind and heart of the customers. Whereas, Apple does not have a brand song which gives Huawei a competitive advantage. As defined by J. Joško Brakus, Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. Huawei brand song has become the identity of Huawei which works as a stimuli that evokes people’s feelings, sensations, emotions that help create a lasting positive impact on the mind on the customers.
An interesting analysis about Huawei brand song has been observed in comments under this video. Instead of what the strategy actually was that people will buy Huawei phones because of this song, people are reaching this song through their Huawei phones.
Bibliography:
- J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing: May 2009, Vol. 73, №3, pp. 52–68.
- “Brand Loyalty.” Wikipedia, Wikimedia Foundation, 5 Nov. 2018, en.wikipedia.org/wiki/Brand_loyalty.
- Kervyn, N. , Fiske, S. T. and Malone, C. (2012), Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22: 166–176.
