Contents
This report answers the following questions on the case study – - 1. What is a luxury brand? How does it differ from a regular mass-market brand? How does one build a luxury brand?
- 2. How would you characterize Shanghai Tang’s brand image and sources of brand equity?
- 3. What are the strengths and weaknesses of the brand’s existing personality and image?
- 4. What might have accounted for the Shanghai Tang’s unsatisfactory results in building a global luxury Chinese brand? What could they or should have done differently in the global luxury brand market?
- 5. How has Shanghai Tang positioned itself relative to other global luxury brands? How might the positioning be improved?
Description
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