The Cultivation of Chinese Luxury Brands and Cross-Cultural Communication Strategy

Jingyun Zhang ()
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Jingyun Zhang: Beijing Technology and Business University

Chapter Chapter 8 in Cross-Cultural Communication of Chinese Brands, 2024, pp 215-244 from Springer

Abstract: Abstract Luxury brands are characterized by cultural, specificity, sociality, exclusivity, a sense of distance and so on. Cultivating China’s luxury brand is significant for upgrading Chinese brand’s image. Luxury consumption has been constrained in recent years by the global economic slowdown and political factors. Luxury brands from developed countries have made progress in carrying out localization operations in China. Learn from the experience of luxury brands in developed countries, suggestions for cultivating Chinese luxury brands are put forward: (1) Expand the categories of luxury goods according to market characteristics. (2) Transform Chinese time-honored brand to luxury brand with culture + technology strategy. (3) Upgrade high-end brands by brand extension. (4) Carry out IP cooperation with implicit cross-cultural character. (5) Take rational use of brand leverage, including countries of origin, events and people, etc. (6) Create unique brand personality based on brand archetype.

Keywords: Luxury brand; Cross-cultural communication of brand; Implicit cross-cultural character; Chinese time-honored brand; Brand archetype; Brand leverage (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-1371-4_8

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DOI: 10.1007/978-981-97-1371-4_8

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