The Past as a Strategic Branding Resource: A Case Study of Jay Chou, a Successful Chinese Music Artist

University of Exeter Discussion Papers in Management Paper No. 08/01

18 Pages Posted: 9 Dec 2011

See all articles by ZhiYan Wu

ZhiYan Wu

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management

Janet L. Borgerson

DePaul University

Date Written: January 10, 2008

Abstract

We explore a Chinese-styled aesthetic representational branding process, illuminating potential insights into interconnections between art, branding, and consumption in conjunction with processes of aesthetic representation.

Interviews with Chinese entrepreneurs reveal concern around Chinese brands’ internationalization, particularly concerning retail strategy. Chinese export brands lack privileged positions in competition with prominent global brands. This paper sheds light on Chinese resources to address these needs by presenting the case of Jay Chou, a prominent Chinese music artist. As Eckhardt and Bengtsson (2007) suggest in the Chinese case it may be productive to engage the past as a strategic brand-signifying practice in a contemporary marketing regime. We investigate permutations of Chinese culture and ideology by linking consumer research and the production and consumption of images with Chinese traditions and artistic conventions of aural and visual perceptions. Thus, cultural issues around Chinese historical and traditional arts are brought into contemporary consumer research.

Keywords: Chinese brands, Chinese brand developemnt

Suggested Citation

Wu, Maggie and Borgerson, Janet L., The Past as a Strategic Branding Resource: A Case Study of Jay Chou, a Successful Chinese Music Artist (January 10, 2008). University of Exeter Discussion Papers in Management Paper No. 08/01, Available at SSRN: https://ssrn.com/abstract=1970106 or http://dx.doi.org/10.2139/ssrn.1970106

Maggie Wu (Contact Author)

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management ( email )

No. 1900, Wenxiang Road
Shanghai, 201620
China

Janet L. Borgerson

DePaul University ( email )

Institute for Business and Professional Ethics
Chicago, USA
United States
5857293075 (Phone)

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