MGMT WK1 A brand culture approach

Author Backgrounds

• Jonathan Schroeder

  • William A. Kern Professor at Rochester Institute of Technology, New York

  • PhD from the University of California, Berkeley

  • Published widely on branding, communication, consumer research, and identity

  • Key works include: Visual Consumption (2002), From Chinese Brand Culture to Global Brands (2013), and Brands: Interdisciplinary Perspectives (2015)

• Janet Borgerson

  • Fellow at the Institute for Brands and Brand Relationships

  • Focus on philosophy, business, and culture

  • BA in Philosophy from the University of Michigan, Ann Arbor; MA and PhD from the University of Wisconsin, Madison

• Zhiyan Wu

  • Assistant Professor at the School of Management, Shanghai International Business and Economics University

  • Background in Chinese garment manufacturing and intellectual property

  • BA in English from Beijing Foreign Studies University; MSc and PhD in Management from the University of Exeter, UK

Abstract Overview

• Objective: Bridge gap between studies on Western brands and culture-specific global brand development in China.

• Case Studies:

  • Shanghai Tang

    • Luxury brand, incorporates cultural heritage in branding.

  • Shang Xia

    • Focus on how consumers co-create brand meaning for cultural heritage brands.

• Emphasis on:

  • Co-creation of brand culture and heritage.

  • Chinese brands as vehicles for transnational meaning co-creation.

Importance of Brand Culture

• Preparedness to adapt to new Chinese brands leveraging cultural heritage, not just cost-effective production.

• Relevance of engaging with cultural tensions and providing in-depth cultural training for employees.

• Significance of involving all stakeholders in the branding process.

Introduction to Luxury Brands in China

• China as a major market for luxury goods.

• Growing research on branding within China.

• Focus on building Chinese luxury brands from within, specifically on the case studies of Shanghai Tang and Shang Xia.

Case Study - Shanghai Tang

• Founded in 1994 in Hong Kong by entrepreneur David Tang and later acquired by the Richemont Group.

• Emphasizes a modern Chinese lifestyle infused with cultural heritage.

• Importance of integrating historical Chinese culture into branding efforts (e.g., using traditional designs in contemporary fashion)

Consumers and Cultural Heritage Brands

• Analysis on how Shanghai Tang engages consumers by projecting a contemporary Chinese identity.

• Consumer understanding of heritage and its significance in luxury product consumption.

• Cultural heritage plays a key role in branding strategy reflecting national identity and values.

Distinction between Brand Heritage and Cultural Heritage

• Corporate brand heritage: Integrity tied to a corporation's history and identity.

• Cultural heritage: Emphasizes broader cultural narratives beyond a corporate context.

• Importance of understanding both in managing and leveraging brand narratives effectively.

Emergence of Shang Xia

• Launched in 2008, focuses on preserving Chinese craftsmanship and cultural practices.

• Aligns luxury lifestyle with traditional design elements (e.g., tea ceremony).

• Designed to appeal critically to affluent Chinese consumers and aware of cultural underpinnings.

Brand Development Practices

• Utilization of materials and production practices rooted in Chinese tradition.

• Focus on conveying quality through craftsmanship in every product step.

• Integration of deep cultural narratives and historical values in marketing and branding efforts.

Marketing Strategy

• Emphasis on experiential showcases over traditional advertising.

• Building deep connections through cultural exhibitions and demonstrations.

• Avoidance of mass-market appeal; instead focusing on niche, conscious consumers seeking authentic crafts.

Consumer Themes from Interviews

• Chineseness: A key cultural thread linking consumer identity to brand identity and values.

• Aesthetic Resonance: The appreciation for the harmony and simplicity in design aligned with cultural values.

• Craftsmanship Revival: A push towards quality goods over cheap production, celebrating traditional skills and arts.

Strategic Implications for Brands

1. Distinctiveness in branding strategies among corporate heritage, cultural heritage, and brand culture.

2. Leverage rich Chinese cultural traditions to build unique brand narratives.

3. Address cultural tensions directly; they can provoke thoughtful reflection and brand loyalty.

4. Train employees thoroughly on cultural aspects relevant to the brand and market.

5. Consider alternative marketing practices that resonate with cultural heritage.

6. Acknowledge and integrate the contributions of diverse brand actors in the management of brand culture.

Conclusion

• Shanghai Tang and Shang Xia highlight the cultural potential of luxury brands in China.

• Both brands show that cultural heritage can play a significant role in crafting a proactive branding strategy that resonates globally.

• These brands serve not only as commercial enterprises, but also as cultural ambassadors revealing the depth and potential of Chinese aesthetics and design.