From Reality to Virtuality- An Analysis of Huawei's Evolving Brand Communication Strategy and Its Effects

This is the authors' abstract. We don't add key points for this paper.

Effectively promoting products poses a challenging task for every brand. This challenge arises not only from how to introduce and promote the products but also from how to shape the brand through them. A successful promotional strategy not only benefits the brand's marketing efforts but also contributes to building better public relations for the brand and the company. Many scholars have engaged in extensive discussions on this topic, focusing primarily on the selection of promotional strategies. However, there has been relatively little exploration regarding the transformation of brand promotion strategies and their effects. Huawei, after achieving some technological breakthroughs, released the Mate60 series of smartphones, accompanied by a noticeable shift in their product promotional strategies. This article takes the promotional strategies of Huawei's Mate50 and Mate60 series smartphones as examples and employs case study and comparative analysis methods to analyze the changes in their promotional video styles and the resulting impact.