The thesis is split into six chapters, many with numerous subchapters.
Chapter two gives an overview of brand culture in the Food and Beverage, Cosmetic and the Alcohol and Tobacco industries. It starts with an outline of brand history and the character of transitional economies. Before the actual overview of the mentioned industries starts, an explanation about the brand competition is explained.
Chapter three focuses on Chinese consumer according to their purchasing decisions, their attitude regarding modernising and westernising, individualism and collectivism and also the differences among regional markets in China. This chapter provides the basis for the following chapters discussing to the Chinese behaviour as well as their attitude toward premium brands and coffee consumption.
The chapter four gives the segmentation of Chinese consumers into four key consumer groups according to socio- demographic factors as well as discussing gender aspect. The findings lead to a target group specification, one of which includes premium coffee consumers.
Chapter five covers the brand building criteria for a premium brand as well as the legal aspects according to this. The first aspect covering the function of a brand from both the consumer and the company perspective. The model of brand core developments, the brand equity approach and the model of brand nature led to the findings of a brand- driver for the Chinese market as well as some major guidelines for successful branding. There is a paragraph giving additional information about basic economics, legal conditions for foreign investors (including competition law), trade mark law and contract law.
The chapter six gives inside information about branding. This includes the brand naming, brand name translation and the brand logo. These aspects have to be seen as one to get complete overview of branding in China and to see the need for brand name translation into Chinese. Additionally, product packaging is also covered.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1 Research question and motivation
- 1.2 Scope and limitation
- 1.3 Methodology
- 1.4 Company profile
- 2. Brand Culture in China
- 2.1 Character of Transitional Economies
- 2.2 Brand Evolution in China
- 2.2.1 Purchasing Best Brand
- 2.2.2 Brand Competition
- 2.3 Food and beverage
- 2.4 Cosmetic
- 2.5 Coffee
- 3. Culture values according and regional differences in China
- 3.1 Modernising versus westernising
- 3.2 Individualism and Collectivism
- 3.3 Purchase decision
- 3.4 New Nationalism
- 3.5 Differences among regional markets in China
- 3.5.1 The seven regional markets of China
- 3.5.2 Geographic diversity and economic disparity
- 3.5.3 Dramatic differences among customers
- 3.5.4 Notable differences across regions
- 3.5.5 Significant differences in consumption patterns
- 3.5.6 Income has had a direct impact on demand
- 3.5.7 Beijing the traditional capital
- 3.6 Major Findings
- 4. Target group segmentation
- 4.1 Working Class
- 4.2 Salary Class
- 4.3 Middle Class
- 4.4 Economic Policy Elite
- 4.5 Gender issues
- 4.6 Target group specification
- 4.6.1 Occupation
- 4.6.2 Gender
- 4.6.3 Age
- 4.6.4 Lifestyle
- 4.7 Major Findings
- 5. Brand building in China
- 5.1 Brand equity literature
- 5.2 The functions of a brand
- 5.2.1 The functions of a brand for consumers
- 5.2.2 The functions of brands from a company's perspective
- 5.3 A brand building process based on core values
- 5.4 Brand core development
- 5.5 The Keller brand equity approach and the model of the brand- nature
- 5.6 The brand-nature Model
- 5.7 Suitable brand-drivers for the Chinese market
- 5.7.1 Brand name and Country-of-origin effect
- 5.7.2 Chinese identities
- 5.7.3 Quality
- 5.7.4 Price
- 5.8 Major Findings
- 5.9 Basic economics legal conditions for foreign investors
- 5.9.1 Trade mark right
- 5.9.2 Anti Unfair Competition Law
- 5.9.3 Contract Law
- 5.9.3.1 Contract law of the People's Republic and legal choice for contract negotiations
- 5.9.3.2 Expiry of the contract negotiations
- 5.9.3.3 Contract fulfilment
- 5.9.3.4 Legal pursuit
- 5.9.3.5 Arbitration
- 6. Branding
- 6.1 Brand naming and brand name translation
- 6.1.1 The need for brand name translation into Chinese
- 6.1.2 Brand Naming in International Marketing
- 6.1.3 Critical methods for brand naming in China
- 6.1.4 Critical aspects for brand naming in China
- 6.2 Brand logo
- 6.2.1 Logo design of foreign brands in China
- 6.2.2 Logo design of foreign brands according to aesthestics
- 6.3 Product packing
- 6.3.1 Packing elements in China
- 6.3.2 Packing elements according to Chinese luxury goods
- 7. Relationship Marketing
- 7.1 Relational benefits
- 7.2 Relationship between brand and target group
- 7.2.1 Dimensions of brand- personality
- 7.2.2 Effects of brand- relationship
- 7.2.3 Relationship between brand and consumer
- 7.3 Culture and Relational Orientation
- 7.3.1 Power Distance
- 7.3.2 Uncertainty Avoidance
- 7.3.3 Individualism/Collectivism
- 7.3.4 Masculinity/Femininity
- 7.4 Relationship Communication
- 7.5 Relationship communication in China by advertisements
- 7.6.1 Informational versus Emotional Advertisements
- 7.6.2 Essential notions and important backgrounds
- 7.7 Tools for relationship communication
- 7.7.1 Selection of communication tools
- 7.7.2 Personal and interactive communication tools
- 7.8 Suggestions for brand- advertisements
- 7.8.1 Structure of the Communication Mix
- 7.8.2 Advertising Objectives
- 7.8.3 Target Group
- 7.8.4 Choice of an Advertising Agency
- 7.8.5 Advertisement Regulation
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes the Chinese market potential for a premium coffee brand. It aims to provide insights into the brand culture in China, cultural values, regional differences, target group segmentation, and brand building strategies. The study also explores the legal conditions for foreign investors in China.
- Brand Culture in China
- Cultural Values and Regional Differences in China
- Target Group Segmentation in China
- Brand Building Strategies in China
- Legal Conditions for Foreign Investors in China
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins with an introduction, outlining the research question, scope, methodology, and company profile. Chapter 2 delves into the character of transitional economies and brand evolution in China, focusing on the importance of branding in the Chinese market. Chapter 3 examines the cultural values and regional differences in China, exploring the impact of modernization, individualism, and collectivism on consumer behavior. Chapter 4 segments the target group for a premium coffee brand, analyzing the working class, salary class, middle class, and economic policy elite. Chapter 5 explores brand building in China, including brand equity literature, functions of a brand, brand building process, brand core development, and the Keller brand equity approach. Chapter 6 focuses on branding strategies in China, such as brand naming, logo design, and product packaging. Finally, Chapter 7 discusses relationship marketing in China, covering relational benefits, relationship between brand and target group, culture and relational orientation, relationship communication, and suggestions for brand advertisements.
Schlüsselwörter (Keywords)
The key terms and focus topics of this work include: brand culture in China, cultural values, regional differences, target group segmentation, brand building strategies, legal conditions for foreign investors, premium coffee, transitional economies, brand equity, brand-nature model, relationship marketing, and advertising.
- Quote paper
- Robert Nagel (Author), 2006, Analysis of the Chinese Markets according to market potential for a premium coffee brand, Munich, GRIN Verlag, https://www.grin.com/document/92616
