A Comparative Study on the Brand Strategy of Jewelry Enterprises—Taking Tiffany and CHOW TAI FOOK as Examples

The acceleration of global economic integration has promoted market trade liberalization, sped up the trend of brand competition globalization, strengthened the connection and integration of global supply chains, and brought a series of risks and opportunities to the jewelry industry, including shifting consumer preferences toward sustainability, digitalization, and cultural resonance. In this context, how to build its own brand advantage and enhance the market competitiveness of jewelry companies is an urgent issue that needs to be addressed. This paper first analyses the current status and development trends of China's jewelry industry and explains the importance of brand strategy in this context. It then compares Tiffany and CHOW TAI FOOK in five aspects: brand positioning, brand expansion, product strategy, brand image and story, and sustainable development strategy. By discussing and analysing the similarities and differences in brand strategies between the two companies, the success factors of Tiffany and CHOW TAI FOOK are revealed. Finally, it offers suggestions for brand building in China's jewelry industry.