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Analysis Of Xiaomi

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4. Analysis of Xiaomi’s Customer Loyalty Creation
In this chapter different approaches and techniques of Xiaomi will be analysed according to the CBBE’s first two brand development levels in order to understand how the company tries to constitute customer loyalty to gain the benefits of it.

4.1. Xiaomi’s Brand Identity
Xiaomi’s brand salience is very high in China and South East Asian countries. The greatest reason why many Asian people are aware of Xiaomi is because of its product positioning. Xiaomi is the recognized producer of high quality yet disrupting low priced smartphones. Chinese and South East Asian people do not earn much money, on average around US$6800 per year or less (World Bank, 2015). That explains why most of them cannot …show more content…

These characteristics are supported by Xiaomi’s brand colour orange, slogan and mascot. The brand colour and slogan was already analysed in chapter 4.1. Brand Identity. Mitoo’s clothing awakes Chinese national pride as well as nostalgia but the adorable looking appearance of the Mi bunny leads away from any questioning that could put the company at risk with the Chinese government since Chinese politics is a taboo topic. A combination of “patriotism, nostalgia, humour and edginess” (Zhang, 2013) is provoked as a result of Mitoo’s overall appearance. A tremendous impact on Xiaomi’s personality and values has the company’s CEO Lei who puts to a brand a face. That makes the company appear modern and trendy since only Western companies have a publicly displayed CEO. In China it is very uncommon to put a face to a brand since there is a danger of taking responsibility if the company fails. Lei is admired by Mi fans and is regard as an iconic, dynamic personality (Butler, 2012), who is experienced, successful and knows what he wants. Many Chinese people think Lei could be the man to free China from its copycat image. Experts in the tech industry consider him as a world-class entrepreneur with vision, leadership and ambition. Both, Lei and Barra, are very known people in Asia. They are considered as competent and skilful. Even Xiaomi’s co-founders are all from the tech branch that lets customers associate the brand with competence and

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