Intensifying International Beauty Brands' Game against China

The way in which international beauty giants are laying out the Chinese market seems to be quietly changing.I have recently observed that the pace of foreign beauty giants launching self-developed patented ingredients and technologies is accelerating.In particular,a number of relevant achievements have been focused on the November 2023 China International Import Expo.Among them,new patented ingredients/technologies launched in the past year accounted for six cases.They include Shiseido’s Neomyone,Unilever’s Glutathione meta-technology,Amore Pacific's Fonoin,Estee Lauder's Sertiin Age Reversal Technology,Kose’s IPS cell research technology,and Procter&Gamble’s OLAY’s“Collagen Visualization”technology,etc..

Helping Chinese Brands Go Global

The activity organized by Navigator has enhanced Chinese enterprises’understanding of the strategy of brands going international.NAVIGATOR is a research institute built by the International Communication Committee(ICC)of the China Advertising Association devoted to assisting Chinese brands go international.Its first activity was held at Huawei's headquarters in Shenzhen,aimed at helping the internationalization of Chinese brands.

Research on the Innovative Decisions of Supermarket Private Brands and Designated Manufacturers

One of the core competencies of a supermarket lies in its branding.With the continuous development of the market economy and the ongoing evolution of consumer demand,private brands have progressively emerged as significant contributors to supermarket growth.However,a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers.This paper aims to investigate the innovative decisions between private brands and designated manufacturers,along with the relevant promotional strategies employed during entry into the United States market.

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

Core Competitiveness Construction of Clothing Brands in Low-Carbon Economy

The climate issue has become an environmental concern for all sectors of the world and the low-carbon economy has thus become a new economic development model to combat climate change.With the development of low-carbon economy era,the textile and clothing industry plays an important role in stabilizing the development of low-carbon economy and society,and China has put forward the development requirements of low-carbon transformation for the textile and clothing industry,and also it has an important strategic value to promote the high-quality development of low-carbon economy and society,and the construction of brands’ core competitiveness is an inevitable choice for clothing brands in the face of the new form of international competition.As a result,the evaluation indicator of clothing brands’ core competitiveness in the low-carbon economy is used to measure the core competitiveness of clothing brands.Based on the corresponding verification results obtained by analytic hierarchy process(AHP) analysis,it can guide the low-carbon development of the clothing industry,thus proposing a more reasonable way to build the core competitiveness of clothing brands.It can promote the low-carbon transformation and upgrading of the clothing industry,effectively increase the market share of clothing brands,and promote the high-quality development of clothing brands.

How Emerging Brands Continue Its Development Constantly

The recently released 2023 Emerging Brand Develop­ment Report shows that the beauty industry had the largest number of emerging brands on the list in 2022 and continues to top the 2023 emerging brand list.A total of 39 brands come from the beauty cosmetics sector,which is more than the total listed brands from the bev­erage and food industry.The beverage industry is also actively seeking new changes,for instance,prepared tea is on the rise and many popular items have appeared in the coffee segment.Among the new brands in the 3C industry,many brands of traditional consumer electronics products are being replaced by brands from the“non-mainstream”consumer elec­tronics field.

International Consumer Brands Stay Optimistic About the Chinese Market

From April 11 to 152023,the third China International Consumer Products Expo(hereafter referred to as the Hainan Expo)was held in Haikou,Hainan Province,and attracted more than 3,000 brands from over 60 countries and regions around the world,covering wine,high-end food,health products and many other new products and quality goods.

More and More Retail Brands Integrate ESG into Development

Recently, Savills and the U.S. Green Building Council released Sustainable Retail-Staying on Track(hereinafter the report), which pointed out that the ranking of the 20-city retailer index in 2022 changed the most in the past five years, but that Shanghai, Beijing, Shenzhen and Chengdu are still among the top four retailers in 2022. The sustainable retail index of coastal cities including Ningbo, Qingdao and Xiamen has greatly improved.

An Exploration of Translation Strategies of Global Cosmetics Brands Based on Reception Aesthetics

With the advancement of economic globalization,the flow of commodities from one country to another has become closer and closer.Especially in recent years,the logistics industry has been developing rapidly,overseas purchasing agents and cross-border online shopping have been enormously prevailing,and accordingly more and more British and American cosmetics expect to occupy a place in the huge market of China.Therefore,it is particularly important to explore the Chinese translation strategies for British and American cosmetic brands.Based on the theory of reception aesthetics,this thesis takes the corpus Estee Lauder,La mer,and other famous cosmetics brands.The thesis proposes several methods for translating cosmetic brands:transliteration for proper names like person or geography names;free translation to recreate brand aesthetics;creative translation for new brands;and adapted translation for divergence in language habits.Therefore,this thesis is of theoretical and practical significance as far as the field of cosmetics is concerned.

Beauty Brands are Going Global

It’s not a surprise anymore for beauty brands to go overseas in recent years. According to statistics from China Customs, in 2021, China’s total export trade of cosmetics reached 4.85 billion U.S. dollars(about 34.833 billion yuan), up 14.4 percent year on year, surpassing the cosmetics exports of $25(17.981 billion yuan) in 2018 and $2.774 billion(19.952 billion yuan) in 2019. Obviously, the profit growth rate of beauty brands outside China is increasing year by year.

Domestic Oral Care Brands Are Regaining Lost Ground

Domestic toothpastes forced to retreat The stories of domestic toothpastes are not as good as soda water. Due to the strength of domestic drinks in recent years, soda water are regaining power. Two Cola brands made other drinks lose grounds in the market. Nowadays, the latest domestic drinks keep emerging and the competition in the market is getting fierce.

Identifying Brand Consistency by Product Differentiation Using CNN

This paper presents a new method of using a convolutional neural network(CNN)in machine learning to identify brand consistency by product appearance variation.In Experiment 1,we collected fifty mouse devices from the past thirty-five years from a renowned company to build a dataset consisting of product pictures with pre-defined design features of their appearance and functions.Results show that it is a challenge to distinguish periods for the subtle evolution of themouse devices with such traditionalmethods as time series analysis and principal component analysis(PCA).In Experiment 2,we applied deep learning to predict the extent to which the product appearance variation ofmouse devices of various brands.The investigation collected 6,042 images ofmouse devices and divided theminto the Early Stage and the Late Stage.Results show the highest accuracy of 81.4%with the CNNmodel,and the evaluation score of brand style consistency is 0.36,implying that the brand consistency score converted by the CNN accuracy rate is not always perfect in the real world.The relationship between product appearance variation,brand style consistency,and evaluation score is beneficial for predicting new product styles and future product style roadmaps.In addition,the CNN heat maps highlight the critical areas of design features of different styles,providing alternative clues related to the blurred boundary.The study provides insights into practical problems for designers,manufacturers,and marketers in product design.It not only contributes to the scientific understanding of design development,but also provides industry professionals with practical tools and methods to improve the design process and maintain brand consistency.Designers can use these techniques to find features that influence brand style.Then,capture these features as innovative design elements and maintain core brand values.

Emotionally Resonant Branding: The Role of AI in Synthesising Dynamic Brand Images for Artists in the Music Industry

Artificial Intelligence (AI) expands its recognition rapidly through the past few years in the context of generating content dynamically, remarkably challenging the human creativity. This study aims to evaluate the efficacy of AI in enhancing personal branding for musicians, particularly in crafting brand images based on emotions received from the artist’s music will improve the audience perceptions regarding the artist’s brand. Study used a quantitative approach for the research, gathering primary data from the survey of 191 people—music lovers, musicians and music producers. The survey focuses on preferences, perceptions, and behaviours related to music consumption and artist branding. The study results demonstrate the awareness and understanding of AI’s role in personal branding within the music industry. Also, results indicate that such an adaptive approach enhances audience perceptions of the artist and strengthens emotional connections. Furthermore, over 50% of the participants indicated a desire to attend live events where an artist’s brand image adapts dynamically to their emotions. The study focuses on novel approaches in personal branding based on the interaction of AI-driven emotional data. In contrast to traditional branding concepts, this study indicates that AI can suggest dynamic and emotionally resonant brand identities for artists. The real time audience response gives proper guidance for the decision-making. This study enriches the knowledge of AI’s applicability to branding processes in the context of the music industry and opens the possibilities for additional advancements in building emotionally appealing brand identities.

Regional Brand and High-quality Development of Fruits in Ethnic Areas of the Yangtze River Economic Belt under the Greater Food Approach

Establishing the Greater Food Approach and promoting the Yangtze River Economic Belt s national major regional development strategy can better support and serve the agricultural power and Chinese-style modernization.This paper introduces the characteristics of fruit industry in 16 autonomous prefectures and 47 autonomous counties under the jurisdiction of the Yangtze River Economic Belt.It studies the intellectual property resources of brand marks from the aspects of geographical indications,collective trademarks,certification trademarks,well-known trademarks in China and national design patents,and analyzes the main problems of brand and high-quality development of fruit industry in these ethnic autonomous areas.Finally,it puts forward some strategies,such as improving the protection of intellectual property rights of geographical indications,using intellectual property rights of brand signs,building modern seed industry upgrading project,drawing lessons from the experience of thousand villages demonstration project,ensuring that large-scale poverty does not occur,and building a diversified food supply system.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

Brand Construction of Characteristic Agricultural Products in Ethnic Regions under the Background of Rural Revitalization:A Case Study of Honeysuckle Industry of Mashan County

The brand construction of agricultural products is a necessary path for agricultural development and an effective way to enhance the added value and market competitiveness of agricultural products.How to do a good job in building agricultural product brands under the background of rural revitalization?This paper takes the honeysuckle industry in Mashan County,Nanning as a case study for comprehensive analysis,forming a driving force for the high-quality development of characteristic agricultural industries.

A Study on the Influence of Patterned Logo Design on Brand Image-Focused on the Li Ning Brand

In today’s flood of information,people mainly rely on visual information to recognize brands.Pattern logo design is a representative brand image and directly affects consumers’brand impression and perception.The purpose of this study is to examine the characteristics of the Li Ning brand and the effect of pattern logo design on the brand image.Specifically,it is to provide practical guidelines for brand management and design by analyzing the effects on brand perception,emotional connection,and consumer behavior.For the scope of the study,seven brands are selected for analysis of famous brand cases at home and abroad.The research method is to design a patterned logo suitable for brand characteristics through literature review,empirical research,and detailed analysis of the overall style characteristics of the current Li Ning brand.The research content first analyzes the role of pattern logo design in terms of brand perception,brand perception,and brand sensitivity.Subsequently,the evolution and effect of the Li Ning brand in logo design are examined,and details are discussed in combination with the color and shape of the logo pattern.Finally,by presenting some suggestions and optimized design plans that fit the characteristics and trends of the Li Ning brand,the brand image and market competitiveness can be improved.According to the research results,first,the color,shape,and other factors of brand pattern logo design are closely related to brand image.Second,pattern logo design has a significant influence on consumer attitudes and purchase intentions.Third,consumers are more interested in the design of a patterned logo with high brand awareness.This study has a certain significance in that it reveals the mechanism by which pattern logo design affects brand image and provides useful ideas and suggestions for brand design and marketing.

Application of Color Psychology in Korean Brand Identity Design-Etude House

The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.

Expo 2020 Dubai’s Impact on the United Arab Emirates’Brand:A Quantitative Analysis About American and European Media Companies

Countries implement corporate communication initiatives to improve their international relations,achieve different business objectives,and reinforce their brands.Nation branding activities are mainly based on international events:sport,culture,social issues.This paper evaluates the Expo 2020 Dubai’s impact on the United Arab Emirates’brand.We conducted a literature review about nation branding,and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries(United States,Russia,France,and Germany)covered this event from a journalistic and corporate communication perspective.Our results proved that 82 articles were published about this topic,and the most common criteria respected were quoting organizers(n=61),using the Expo’s logo(n=45)and the image of a falcon(n=43).We concluded that most media companies focused on facts related to the Expo and did references to the country’s identity(values,flag,falcon),but most of them did not include links to the Dubai Expo’s and UAE public authorities’websites.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.