KOREASCHOLAR

As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the ‘HEART’ model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on ‘theme’. Second, ‘relationship’ and ‘artisanship’ are emphasized in addition to ‘theme’. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, ‘artisanship’ is given the greatest significance along with ‘theme’ in Cartier videos, while ‘relationship’ has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

I. Introduction
  1. The purpose of study
  2. The research method
 Ⅱ. Background
  1. The value of YouTube as a brand communicationchannel
  2. Brand story and digital storytelling
  3. Luxury jewelry brand story
  4. The two modes of luxury brand building
 Ⅲ. The types and cases of brand story videos of Cartier and Tiffany&Co.
  1. Theme
  2. Relationship
  3. Artisanship
  4. History
  5. Exhibition
 Ⅳ. A comparative analysis on strategies for brand story videos of Cartier and Tiffany&Co.
  1. A result of the quantitative study on brandstory videos of Cartier and Tiffany&Co.
  2. Common strategic elements in brand storyvideos of Cartier and Tiffany&Co.
  3. Differing strategic elements between brandstory videos of Cartier and Tiffany&Co.
 Ⅴ. Conclusion
 References

• 홍지연(동양대학교 보석귀금속학과) | Jiyoun Hong Corresponding Author