A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands

This study focuses on brand literacy in the emerging market of China. Results reveal Chinese consumer desire to express a deep resonance between Chinese values and aesthetics and a favored brand identity. Chinese brands such as Shanghai Tang and Shang Xia - developed in collaboration with leading European luxury brands - build upon Chinese culture, values, and aesthetics to create distinctive, culturally infused brand identities. At a basic level, culture, which includes aspects of particular histories of meaning, and moments of creative innovation, can be perceived as a resource upon which branding processes and practices can draw. Yet, brand culture refers not to a simple process of applying "culture" to a brand.