MGMT WK1 A brand culture approach

WK1

Brand Culture

A concept that refers to the ways in which brands co-create, circulate, and reconfigure meanings through interactions with consumers and cultural contexts.

Cultural Heritage Brand

A brand that draws upon and communicates aspects of a culture's history, traditions, and aesthetics, often in a globally resonant manner.

Chineseness

A broad cultural concept representing characteristics and traits associated with Chinese identity, culture, and aesthetics.

Co-creation

The collaborative process wherein consumers and producers contribute to the development of brand meaning and value.

Shanghai Tang

The first luxury brand to emerge from China, known for fusing traditional Chinese aesthetics with modern fashion.

Shang Xia

A contemporary Chinese luxury brand focused on blending traditional craftsmanship with modern design, inspired by elements of Chinese heritage.

Operational Identity

The alignment between a brand's operational practices and its intended identity, encompassing how brands are perceived and experienced by consumers.

Brand Literacy

The ability of consumers to understand and engage with the signs and meanings of a brand culture.

Consumer Response

The reactions and interpretations of consumers toward brands, which can shape branding strategies and brand development.

Cultural Tensions

Conflicts or discrepancies that arise from differing cultural values or histories, which brands may engage with to enhance resonance with consumers.

Luxury Goods

High-quality, premium products often associated with exclusivity, high price points, and prestige in the market.