Abstract:

Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand personalities to Chinese consumers, the Zodiac sign brand research approach has proven to be extremely helpful and efficient. The presentation introduces this new approach, comparing it to the well established approach of Jungian archetypes. It demonstrates, how with the Zodiac approach one can identify unique brand propositions and analyse competitive positionings. The application of the Zodiac methodology is shown with concrete brand examples of the automobile, fashion and beer market.