Driving SDG Goals Through Brand Innovation: Reconstructing Super Symbols and Visual Identity for Chinese Menswear Brands in the Social Media Era

Objective: This study investigates the strategic role of super symbols in reconstructing the visual identity of Chinese menswear brands in the era of social media, with a focus on achieving the Sustainable Development Goal (SDG) "Partnerships for the Goals." Theoretical Framework: Grounded in semiotics and brand identity theories, the study examines how visual symbols can integrate cultural heritage with modern branding practices. Methods: A qualitative approach was adopted, using in-depth interviews with 15 industry professionals from China's Yangtze River and Pearl River Deltas. Thematic analysis was employed to extract key insights. Results and Discussion: Findings reveal super symbols enhance brand differentiation, cultural resonance, and adaptability across platforms, while challenges such as market dynamics and cross-cultural relevance persist. A four-step framework—brand culture assessment, super symbol design, cross-platform visual identity creation, and iterative refinement—was proposed to address these challenges. Research Implications: This research provides a systematic approach for Chinese menswear brands to strengthen global competitiveness while preserving cultural authenticity. Originality Value: By addressing gaps in literature and proposing a practical framework, this study contributes to branding literature and supports the achievement of SDG through fostering sustainable global partnerships.