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

In: Cross-Cultural Communication of Chinese Brands

Author

Listed:
  • Jingyun Zhang

    (Beijing Technology and Business University)

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.

Suggested Citation

  • Jingyun Zhang, 2024. "The Cultivation of Chinese Luxury Brands and Cross-Cultural Communication Strategy," Springer Books, in: Cross-Cultural Communication of Chinese Brands, chapter 0, pages 215-244, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-1371-4_8
    DOI: 10.1007/978-981-97-1371-4_8
    as

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