Enterprise Brand Culture Communication Strategy Based on the Case of CHJ

Tourism Institute, Beijing Union University, Beijing, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This paper takes CHJ JEWELLERY as a typical case to construct a four-stage model of brand culture communication: Value Mining, Product Transformation, Scene Integration, and Narrative Communication, which systematically explains how traditional culture empowers brand building. The study finds that CHJ has successfully transformed traditional culture into perceptible and consumable brand assets through four interconnected stages: deeply mining the cultural value of the intangible cultural heritage filigree craft, realizing the product transformation of cultural symbols with its Filigree Candy Collection, embedding cultural experience into daily life by focusing on “self-pleasing” scenarios, and promoting the popular communication of brand narratives through social media content seeding. The four stages form a logical closed loop for traditional culture to empower brands. The construction of the four-stage model provides clear and practical brand communication strategies and specific implementation paths for enterprises to address the dilemma of product homogenization and enhance differentiated competitiveness. It also offers a replicable and referential approach for more brands to integrate traditional culture into market-oriented communication, so as to improve consumer recognition, consolidate brand advantages, and achieve sustainable development in a fiercely competitive market environment.