Shanghai Tang the First Global Chinese Luxury Brand
Marketing 440 Summer 2012 Tom Fashho Shanghai Tang: The First Global Chinese Luxury Brand
Table of Content
Pg3: What is a luxury brand? How is it different from a regular, mass-market brand? How does one build a luxury brand?
Pg4 & 5: How would you characterize Shanghai Tang’s brand image and sources of brand equity?
Pg5 & 6: What are the strengths and weaknesses of the brand’s existing
Personality and image? Pg7: What might have accounted for Shanghai Tang’s unsatisfactory results in building a global luxury Chinese brand? What could they or should they have done differently?
Pg8 & 9: How has Shanghai Tang positioned itself relative to other luxury brands? How might the positioning be improved?
Pg10: Reference page
What is a luxury brand? How is it different from a regular, mass-market brand? How does one build a luxury brand?
“David Tang’s vision was to create a lifestyle brand that reintroduced Chinese aesthetics to a consumer audience”.1 He wanted to take old and modern Chinese culture and put in a fashion line that made sense to a new audience. Shanghai Tang was geared from the beginning to be China’s first global luxury brand, but getting to that point was easier said then done. By creating a stepping-stone to go worldwide, Tang’s vision would be the start of putting China in the spotlight for future global investments. A luxury brand is a product that is usually not essential, but is wanted because of the image that they portray. Being a luxury brand is usually associated with affluence, and carries a prestige along with its name. Luxury brands are usually produced with a higher quality of care and attention to detail. Unlike mass-market brands, luxury brands are fairly exclusive and have large price tags. Mass-market brands are usually taken lightly and are not as lavish like the difference
Table of Content
Pg3: What is a luxury brand? How is it different from a regular, mass-market brand? How does one build a luxury brand?
Pg4 & 5: How would you characterize Shanghai Tang’s brand image and sources of brand equity?
Pg5 & 6: What are the strengths and weaknesses of the brand’s existing
Personality and image? Pg7: What might have accounted for Shanghai Tang’s unsatisfactory results in building a global luxury Chinese brand? What could they or should they have done differently?
Pg8 & 9: How has Shanghai Tang positioned itself relative to other luxury brands? How might the positioning be improved?
Pg10: Reference page
What is a luxury brand? How is it different from a regular, mass-market brand? How does one build a luxury brand?
“David Tang’s vision was to create a lifestyle brand that reintroduced Chinese aesthetics to a consumer audience”.1 He wanted to take old and modern Chinese culture and put in a fashion line that made sense to a new audience. Shanghai Tang was geared from the beginning to be China’s first global luxury brand, but getting to that point was easier said then done. By creating a stepping-stone to go worldwide, Tang’s vision would be the start of putting China in the spotlight for future global investments. A luxury brand is a product that is usually not essential, but is wanted because of the image that they portray. Being a luxury brand is usually associated with affluence, and carries a prestige along with its name. Luxury brands are usually produced with a higher quality of care and attention to detail. Unlike mass-market brands, luxury brands are fairly exclusive and have large price tags. Mass-market brands are usually taken lightly and are not as lavish like the difference