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Type: Journal article
Title: The branding of a quality liquor as a symbolic effort toward bringing China forward culturally: a comparative study of Wuliangye and Absolut Vodka
Author: Cheung, M.
Citation: Semiotica, 2012; 192(192):471-499
Publisher: Walter de Gruyter & Co
Issue Date: 2012
ISSN: 0037-1998
Statement of
Ming Cheung
Abstract: Liquor consumption involves drinking, socializing, and networking. This article compares two alcoholic beverages, namely, Wuliangye from China and Absolut Vodka from Sweden, with the aim of identifying the means by which the Chinese brand can better succeed in its internationalizing efforts. The article first reviews theories of high- versus low-context cultures as well as cultural branding. Through analysis of the graphic and packaging designs of the two liquor brands, it then examines the impact of their cultural branding strategies on the creation of their iconic identities. The Chinese brand expresses the idea of competition with Europe or the United States in the production of quality liquor through the creation of a strong brand identity in the global marketplace, which is realized in its new slogan – “Wuliangye for China, for the World.” Against this backdrop, the article explores the extent to which the production and branding of quality Chinese liquor can be perceived as a symbolic effort toward bringing China forward culturally. It concludes with a discussion of the findings' implications for branding specialists and communication designers.
Keywords: cultural branding; iconic identity; visual rhetoric; graphic design; packaging design
Rights: Copyright © 2011–2013 by Walter de Gruyter
RMID: 0020123063
DOI: 10.1515/sem-2012-0084
Appears in Collections:Media Studies publications

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