如果要我解释我为什么选择这个题目在伦敦的艺术大学继续我的时尚生涯，我认为主要有两个原因。首先的原因是伦敦是我的梦想，是我的未来。对时尚界的第一印象是由于对当地品牌亚历山大麦昆的痴迷，这启发了我，因为我很年轻对神奇的时尚帝国创造的亚历山大麦昆不断吸引我进入。从那时起，我的兴趣是如何建立一个有影响力的时尚品牌，通过采取有效的策略，以及如何赢得一个良好的声誉在日益激烈的竞争，我喜欢的太多，以来实现每一个想要买东西，建设一个令人难以置信的惊人的品牌，如麦奎因。其次，对于我来说，解决实际问题也是另一个选择这个话题的原因，而不是只是扩大我的知识和技能，我想在这个学科的一个特定领域进一步研究：如何建立一个品牌的良好形象，因为你知道在中国，有不平衡的发展，外国品牌更广泛接受中国的时尚品牌，特别是奢侈品牌，占据了很大的市场份额，所以作为我的学生在时尚，我想改变这种情况，以当地品牌的利润。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#分页标题#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.
1. WiseGEEK (2010),What is Brand Image.
2. Wikipedia (23 October, 2015). Branding.