Balance Sales Promotion and Brand Prestige: Venture Marketing Strategy Study in the US and China

DOI

10.2991/978-2-38476-609-3_14How to use a DOI?

Keywords

Affordable Luxury; Promotional Strategies; Brand Reputation; Cross-cultural Marketing; Ralph Lauren

Abstract

This paper examines how Ralph Lauren manages its marketing activities in relation to the brand reputation in the US and China. Competition increasing and a customer base always changing causes promotions that not only lessen sales but also make a brand less appealing. This paper uses approaches like literature review and comparative analysis of promotional materials and marketing activities to examine the differences in culture, consumer choices, and retail distribution between the US and Chinese markets. Ralph Lauren uses the reputation maintenance of its brand history to maintain a position in the US market, and uses frequent promotions and multi-channel distribution to increase sales in the Chinese market. The differences in market strategies between these 2 countries lead to people’s idea on how it looks like. The results of the study can help us understand what luxury brands should pay attention to when making marketing plans in different cultures, and also provide some ideas about how other brands can manage their brand image and performance in the international market.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Runfeng Zhang
PY  - 2026
DA  - 2026/09/04
TI  - Balance Sales Promotion and Brand Prestige: Venture Marketing Strategy Study in the US and China
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 126
EP  - 133
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_14
DO  - 10.2991/978-2-38476-609-3_14
ID  - Zhang2026
ER  -