Beyond Awareness: Transforming University Cultural Brands into Meaningful Consumer Experiences Using SYSU as a Case
Article Sidebar
Main Article Content
Abstract
This research aimed to study 1) the current status and challenges in brand building for university cultural and creative products, using Sun Yat-sen University (SYSU) as a case study; 2) the key factors influencing brand awareness and user identification; and 3) to propose multidimensional optimization strategy. A mixed-methods approach was adopted, incorporating in-depth interviews and questionnaire surveys. The sample comprised students, staff, alumni, and external consumers. Data collection utilized a semi-structured interview guide and a brand equity questionnaire, with analysis conducted through descriptive statistics and content analysis.
The research results were found as follows: 1) The SYSU brand suffers from ambiguous recognition, weak narrative integration, and a fragmented product line, resulting in low brand equity. 2) Key influencing factors identified include cultural narrative consistency, visual coherence, product quality, and community engagement. Survey data indicated moderate brand awareness but notably low emotional attachment among consumers. 3) In response, the study proposes an integrated strategic framework encompassing narrative-driven positioning, design innovation, multi-channel communication, and participatory community co-creation.
The study concludes that moving beyond mere brand awareness to foster meaningful consumer experiences requires a systematic and emotionally resonant brand strategy, with an emphasis on narrative continuity and participatory engagement. This research contributes theoretical insights by bridging classical brand management theories with the niche context of university cultural products, highlighting the interplay between cultural authenticity and modern consumption trends. Moreover, it offers practical, actionable recommendations such as tiered pricing, digital integration, and community-driven design for enhancing brand competitiveness and fostering emotional loyalty. The proposed integrated framework provides a replicable reference for both Chinese and international higher education institutions seeking to transform cultural heritage into sustainable brand assets, ultimately supporting cultural continuity and institutional identity in a globalized educational landscape.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อมูลลิขสิทธิ์
References
Aaker, D.A. (1996). Building strong brands. Free Press.
Du, Y. Z. (2024). Exploration of university cultural and creative product design from the perspective of design psychology. Footwear Technology and Design, 4(03), 63–65.
Ge, S. Y., Zhang, M., & Gui, M. R. (2022). Market-oriented promotion of university cultural and creative product. Modern Marketing, (04), 120–122.
Han, B., Luan, H. K., & Miao, Z. H. (2025). Practice of cultural and creative product development based on the integration of industry and education: A case study of Yunnan Open University. Journal of Yunnan Open University, 27(04), 101–106.
Hong, Z. M. (2025). Research on the construction and implementation strategy of the university cultural and creative product design system: A case study of Jiangsu Normal University. Comparative Study of Cultural Innovation, 9(33), 109–113.
Inukai, S. (2025). How do local governments and housing markets respond to demographic information shocks? Evidence from Japan’s Extinction Risk List. European Journal of Political Economy, 102663.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). Higher Education Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (14th edition). Shanghai: Shanghai People’s Publishing House.
Laurent, G., Kapferer, J.-N., Roussel, F. (1995). The Underlying Structure of Brand Awareness Scores. Marketing Science, 14(3), G170-G179.
Li, Z. C. (2025). From encounter to identification: The design logic of university cultural and creative products from the perspective of communication studies. Masterpieces of Nature, (08), 83–85.
Liu, Y. X. (2024). Analysis of consumer perceived betrayal and coping strategies under algorithmic price discrimination. Prices Monthly, (03), 39–46.
Luo, X. M., & Ma, X. S. (2025). Research on the innovative design of Kashi pottery cultural and creative products based on Generation Z's psychological needs. Ceramic Science and Art, 59(4), 76–79.
Pappu, R., Quester, P. G., Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement - Empirical evidence. Journal of Product and Brand Management, 14(3), 143-154.
Rundle-Thiele, S., Mackay, M. M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
Shi, J. L., & Yu, S. L. (2018). Research on cultural and creative product design under the concept of participatory design. Furniture & Interior Design, (9), 26–27.
Solomon, M. R. (2021). Consumer behavior (12th ed.). Tsinghua University Press.
Wang, H. Z. (2021). Brand management (2nd ed.). Tsinghua University Press.
Wang, W. Q., Cai, H. L., Song, L., et al. (2025). Analysis of university cultural and creative product design driven by the integration of semiotics and topology. Grand View, (11), 72–74.
Weng, C. M., Zeng, L., & Wang, C. L. (2022). Connection and identity: The mechanism of cultural and creative products in university communities. Cultural Soft Power Research, 7(01), 92–102.
Xie, Y. Q., & Shi, W. L. (2024). The current situation and improvement path of cultural and creative products in colleges and universities. Comparative Study of Cultural Innovation, 8(02), 120-123.
Xu, Z. H., & Li, Q. (2025). Research on cultural and creative design in Nanjing universities from the perspective of brand culture. Masterpieces of Nature, (22), 84-87.
Xu, K., & Zhou, H. (2025). Research on the development path of Chinese university cultural and creative products. Light and Textile Industry and Technology, 54(01), 144–146.
Yang, P. G., Li, C. F., & Xu, Y. Y. (2024). Research on the Brand Influence Enhancement of ASEAN International Tourism Cultural and Creative Design Based on the Theory of "Meta-Design". Journal of Entrepreneurship in Science and Technology, 37(04), 190–193.
Yang, Y. Q. (2013). The influence of brand awareness and product style on consumer purchase decisions. Enterprise Economy, 32(12), 5.
Yu, D. S. (2025). Innovative design of university cultural and creative badges featuring characteristic plant cultural elements. Screen Printing, (07), 106–108.
Zhang, X. M., & Wang, L. (2025). The impact of information encounter on Generation Z's impulsive purchase intention: A moderated dual-mediation model. Management and Administration, 1–13.
