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A Brand Culture Approach to Chinese Cultural Heritage Brands

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Advances in Chinese Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

China has emerged as one of the largest global markets for luxury goods (Millward Brown/Lightspeed Research, 2014; Yu, 2014). The growing research literature on branding in China reflects this growth (for example, Melewar et al, 2006; Cayla and Eckhardt, 2008; Eckhardt and Houston, 2008; Li et al, 2012; Yu, 2012; Zhan and He, 2012; Walley and Li, 2014). However, few papers have focused on efforts to build Chinese luxury brands from within China (for example, Chevalier and Lu, 2010). In addressing this lack, we have turned our attention to two Chinese luxury brands, Shanghai Tang and Shang Xia, which offer insights into brand development and consumer response within China. Shanghai Tang and Shang Xia were launched in collaboration with leading European luxury brands, but nevertheless are generally recognised as Chinese brands, and they each promote distinct aspects of Chinese aesthetics, culture and values in their marketing and retail strategy.

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Authors
  1. Jonathan Schroeder
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  2. Janet Borgerson
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  3. Zhiyan Wu
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Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer  & Weifeng Chen  & 

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Schroeder, J., Borgerson, J., Wu, Z. (2017). A Brand Culture Approach to Chinese Cultural Heritage Brands. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00011-5_4

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