The Evolution from Culture Communication to Brand Marketing : The development of ‘China Town Week’ brand of Kiinalaisen Kulttuurin Yhteistyön Keskus in Finland.

Abstract

Nowadays, there is much personnel, economic and cultural exchange in different countries because of the development of world economy’s globalization.

Chinese culture is popular in the world, many Chinatowns are formed in different countries and serial activities of Chinese culture are organized every year in European countries, however without excessive promotion in Finland. Kiinalaisen Kulttuurin Yhteistyön Keskus was established for promoting Chinese Culture and Wisdom in Finland. This company has registered the ‘China Town Week’ as a brand, they want to promote Chinese culture through the brand marketing.

Chinatown week originally is a culture communication event disseminating the Chinese culture, but now it is a marketing strategy since more and more new elements are integrated.

The purpose of this thesis is to learn the process of culture communication to develop to brand marketing and to design a brand marketing strategy for KKYK Company.