International Top Brand - Luxury Multinational Company's Brand Culture Strategy in China

Author: Yang Minggang
Publisher:
Publish Date: 2006-12-01
Features: What is luxury? How to successfully build a luxury brand? How to view top-tier luxury brands in the eyes of the Chinese? How will Chinese luxury brands develop? All these undoubtedly attract attention. Luxury has always been a controversial term, much like how people have never truly resolved whether wealth is a genuine form of happiness over the years. In his best-selling book "Luxury Creates Wealth," Wolfang Laetzler defines luxury as follows: "Luxury is an overall or partial lifestyle that is considered luxurious by each society, mostly determined by products or services." Luxury goods are the usual props for expressing the concept of luxury. Wolfang Laetzler describes them as an integration that unites tangible product materials with spiritual values, product image, and brand. Before a new product becomes a public necessity, or rather a life necessity, it is often just a plaything for a few. Refrigerators, color TVs, computers, motorcycles—these things were once considered luxuries for the wealthy, but now have become ordinary consumer goods in the daily lives of ordinary families. Before a new product is adopted by an increasing number of people, it was once a luxury for a select few.