随着2010年i Phone4上市,凭借着其别致的外观以及强劲的性能,一举击败当年手机行业的龙头——诺基亚。在当年的3C行业中,说它是业界中的王者也不为过。然而在后几年中,各种新的手机品牌如雨后春笋般出现在大众的视野中,随着3C技术的不断成熟,这些新品牌的产品无论是在硬件配置上还是用户体验上都可以叫板苹果。在产品趋于同质化的外界条件下,能够有效战胜竞争对手的方法之一,就是打造并且不断完善自身的品牌符号。商场如战场,每一个3C品牌都想将苹果拉下神坛自己取而代之,苹果之所以依然能够屹立不倒,与其出色的品牌符号建设有着很大的关系。在与苹果竞争的诸多品牌之中,同样注重品牌符号构建的还有小米。本文试从品牌的核心符号与外围符号两方面入手,分析这两个品牌在品牌符号构建上的异同。 With 2010 i Phone4 market, by virtue of its unique appearance and strong performance, beat the handset industry leader of the year - Nokia. 3C industry in the year, saying that it is the king in the industry is not an excuse. However, in the next few years, various new handset brands have mushroomed in the public’s field of vision. With the constant maturity of 3C technology, these new-brand products can be used both in hardware configuration and in user experience . One of the ways in which products can compete effectively against competitors is to create and continually improve their own brand names under the conditions that products tend to be homogeneous. Shopping malls such as the battlefield, every 3C brands want to pull down the altar of Apple themselves instead, Apple is still able to stand still, with its excellent brand symbol has a lot to do with the building. Among the many brands competing with Apple, the same emphasis on brand symbols to build millet. This article tries to start from two aspects of the core symbol and the peripheral symbol of the brand, and analyze the similarities and differences between the two brands in the brand symbol construction.