如果要我解釋我為什么選擇這個題目在倫敦的藝術大學繼續我的時尚生涯，我認為主要有兩個原因。首先的原因是倫敦是我的夢想，是我的未來。對時尚界的第一印象是由于對當地品牌亞歷山大麥昆的癡迷，這啟發了我，因為我很年輕對神奇的時尚帝國創造的亞歷山大麥昆不斷吸引我進入。從那時起，我的興趣是如何建立一個有影響力的時尚品牌，通過采取有效的策略，以及如何贏得一個良好的聲譽在日益激烈的競爭，我喜歡的太多，以來實現每一個想要買東西，建設一個令人難以置信的驚人的品牌，如麥奎因。其次，對于我來說，解決實際問題也是另一個選擇這個話題的原因，而不是只是擴大我的知識和技能，我想在這個學科的一個特定領域進一步研究：如何建立一個品牌的良好形象，因為你知道在中國，有不平衡的發展，外國品牌更廣泛接受中國的時尚品牌，特別是奢侈品牌，占據了很大的市場份額，所以作為我的學生在時尚，我想改變這種情況，以當地品牌的利潤。If I have to explain Why I choose this topic in University of the Arts London to continue my Fashion career, I would say there are twomain  reasons. First reason is that London is where my dream and my future starts from. The first impression of the fashion world is due to the obsession for the local brand—Alexander McQueen, which inspired me since I was very young, the fantastic fashion empire created by Alexander McQueen constantly attract me to enter in. From that time onward, my great interest is guided by how to build a influential fashion brand by adopting effective strategies, and how to win a good reputation under increasingly fierce competition, and I enjoyed too much to achieve every thing about building a incredibly amazing brand like McQueen. Secondly, for me, figuring out the practical problems is also another reason to choose this topic rather than just expanding my knowledge and skills, l want to specialize further in a particular area of this discipline: how to build a good image for a brand, because you know in China, there existed unbalanced development, foreign brands are more widely accepted by Chinese fashion brands, especially luxury brands, which occupied large market share here, so as I student in fashion, I’d like to change this situation in order for the profit of local brands.

 

As a result, I have some brief thought about brand image in fashion management, if I had chance to study here. As we all know brand imageplays a key significant role for the development of a company, which can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. At the same time, good brand images are instantly evoked, are positive, and are almost always unique among competitive brands (Wisegeek,2010) .That is say, brand images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called "top of mind”)(Wiki, 2002).#p#分頁標題#e#

 

I know it will be a long journey to start with this topic, it not only involves know the traditional economical knowledge, business model and marketing approaches, but are able to seize different different kinds of knowledge and information to delivery the spirit and connotation to public, including the knowledge of Aesthetics, Sociology，History, Philosophy，Semiotics and so on. In the process of learning, cases study can be the excellent method for me to observe market phenomenal and cultivate a good insight of market trend. Based on drawing on some successful example, I think can well place the position of brand and bring in real advantages for brand through integrating all the resources and information. 

 

I wish creative future starts from University of the Arts London.

 

Reference:

1. WiseGEEK (2010),What is Brand Image.

2. Wikipedia (23 October, 2015). Branding.