A Comparative Study of Chinese and International Famous Brands -- Taking Tiffany Co. and Chow Tai Seng as Examples

According to the definition of brand by the American Marketing Association: “A brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers, and distinguish them from the products or services of competi...

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Bibliographic Details
Published in:SHS web of conferences 2023-01, Vol.163, p.03033
Main Authors: Li Jin, Meng Yingtong, Wang Mengmeng
Format: Article
Language:English
Online Access:Get full text
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Summary:According to the definition of brand by the American Marketing Association: “A brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers, and distinguish them from the products or services of competitors.” Brand comparison is to analyze the similarities and differences of brands respectively, so as to draw a conclusion that is conducive to the development of the jewelry industry. There are only a handful of Chinese corporate brands among the top 100 corporate brands worldwide. Regarding the luxury jewelry sector, a significant disparity still exists between Chinese and international brands. In this article, an international brand, Tiffany & Co., and a Chinese brand, Chow Tai Seng, will be compared and analyzed using the three dimensions of corporate culture, brand value, and inspiration in order to identify the characteristics of Chinese and foreign jewelry brands.
ISSN:2261-2424
DOI:10.1051/shsconf/202316303033