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Shen Cheng

Shen Cheng (guanguan) holds a B.F.A in Graphic Design from the School of Visual Arts, New York, and a Master of Design in Advanced Practices from the School of Design, The Hong Kong Polytechnic University. After graduation, she worked as a designer at Lippincott, Oliver Wyman Inc. based in Hong Kong, focusing on brand design and consulting, especially in connection with China market. Prior to Lippincott, she worked as a graphic designer for Davisions Design, Ltd., Central Academy of Fine Arts in Beijing and the Shanghai Film Studio. Earlier, she worked as an intern at Allied Advertising and Jet Tone Films in Shanghai, Promostyl in New York, and K.Wah Group in Los Angeles. In addition, she worked as a book jacket designer for the China Architecture & Building Press in Shanghai. In 2011, she joined School of Design, the Hong Kong Polytechnic University as a PhD student. Her research focuses on the role of design in intercultural branding in the context of China being one of the investigated parties.

Research Title
Culture-based Emotional Brand Design Approach: A Study Focused on the Yangtze River Delta Economic Zone and the Potential Industry Icon Brands

Prof. Ming Xi Tang (Chief Supervisor)

About the Research
With the rapid development of Chinese enterprises, China’s co-operation with the world is increasingly getting closer. China market’s growing demands for branding is revealing in recent years, branding methodologies and experiences are brought into China market from the western practices to meet the demands. Although culture, as one of the most important factors in brand globalization and localization has been realized and valued, overcoming the gaps is still extremely difficult when the key cultural barriers are not identified specifically for branding.

Design as the most effective medium of communication in a branding process is determined by its nature of being intuitive. According to studies by psychologists, the factors that determine the quality of communication is not the content of the information we sent, but how they were delivered and perceived. In branding, design is the medium to deliver and to be perceived directly by the customers. Design interprets and transforms the non-figurative positioning of a brand and brand essence into forms that can be perceived by variety of senses, allowing each brand touch point effectively communicate the proper brand information to the customers.

The difficulties in overcoming the cultural differences are due to lack of full understanding and analysis focused on the filed of branding. The three critical culture aspects that are effective in intercultural brand design are linguistic symbols, customs and values. To further break down the critical culture aspects and identify the effective factors specifically in branding, this research aims to examine the essential differences between the Western culture and the East Asian culture with China as the representative.