SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)
|Corporate Decision Making and Brand Operations Sales
|28 April 2023
A Comparative Study of Chinese and International Famous Brands -- Taking Tiffany&Co. and Chow Tai Seng as Examples
1 Business School, Beijing International Studies University, Beijing
2 School of International Business, Chengdu Institute Sichuan International Studies University
3 Xi’an International Studies University, School of English Education, Xi’an
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.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
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