While meeting consumers’ functional requirements, famous products also pander to their owners’ vanity by endowing them with dignity and prestige. Nowadays, with ordinary consumers’ growing desire to buy famous products and fashions, famous shoes...
While meeting consumers’ functional requirements, famous products also pander to their owners’ vanity by endowing them with dignity and prestige. Nowadays, with ordinary consumers’ growing desire to buy famous products and fashions, famous shoes, handbags, clothes, cosmetics and others have become popular items available to ordinary wage-earning class. On the contrary, luxury watches, those prices are at least 2-3 times higher than the above products that are considered to be exclusive for its rareness. In fact, watches not only serve as timekeeping devices today, but represent their owners’ fashion sense, high-end orientation, social status, and other certification of values.
Recently, China, Japan, and Korea are becoming the largest luxury goods market in Asia. And the luxury watch brands all over the world begin to emphasize the marketing and communication in Chinese market. Under these circumstances, we can see that the formation of lasting relations between luxury watch brands and Chinese consumers and the establishment of differentiated brand equities should be the preceding work.
Therefore, this tries to understand the current relations between luxury watch brands and Chinese consumers. Namely, it studies the relations between the definition of brand identity in luxury watch brands’ standpoint and the recognition of brand identity in consumers’ standpoint. In this context, this selects five luxury watch brands with high reputation in Chinese market, including Rolex, Omega, Cartier, Vacheron Constantin, and Officine Panerai. And tries to grasp the situation of their brand communication, simultaneously, find out the difference in Chinese consumers’ recognizing the brand identity of the five brands. For this purpose, the study is divided into two steps.
The first step is from brands’ position and perspective. By resorting to the communication chain strategy, it examines the ways to form the brand identity of the five brands and whether they are consistent. In fact, all the five brands fail to express a unified brand identity, but together prove that luxury watch brands should possess craftsmanship, excellence, historic significance, and other typical values. As to Craftsmanship, because this brand identity is the orientated value of most luxury watch brands, it’s very hard to show brand differentiation in this aspect. After analyzing, the results show that the communication of the five brands is not unification in all the 6 communication chain tools, but they all express their own value orientations suitable to the respective communication chain tools.
And, in this context, it tries to find out each brand’s distinctive value orientations. The results are as follows: Rolex highlights its brand value in professionalism, nobility, innovation, and exploration spirit; Omega underlines brand’s credibility, famliarity, historic significance, and social participation; Cartier’s femininity brand identity is in stark contrast with Officine Panerai’s masculinity brand identity; Vacheron Constantin stresses on historic significance, mystery, Swiss origin, etc. and makes its special brand identity stand out.
The second step is from Chinese consumers’ position and perspective. It presents a comparative analysis of Chinese consumers’ appraisals on the five luxury watch brands’ brand equities. Regarding brand awareness assessment, Chinese consumers’ areas of recognition are limited to brand name, logo and the superficiality of brand awareness. Therefore, compared with the short-time publicity approaches such as advertisement, it is necessary for luxury watch brands to use the communication chain tools such as activities, boutique, corporate actions, and others, and to employ in-depth and experience-based publicity approaches to convey brand history, cultural, philosophical core values, and to make more effort in relation-oriented communication. Regarding brand image assessment, There is no significant difference in the evaluation of the five brands’ brand images, and they are all evaluated eminently as famous, expensive, traditional, and artistic etc.
This study tries to get the picture of the gaps between the five brands’ brand identity and their brand images in Chinese consumers’mind, and at the same time, helps to put forward new communication strategies. And thus, I hope this study can offer some inspirations to help with luxury watch brands in Chinese market and luxury or famous brands of other categories and the luxury brands expecting a rebirth,when they make brand communication strategies.
，韩语论文题目，韩语论文范文 |
