Storytelling and Archetype Strategies Used to Construct a Chinese CEO Brand — Case Study of Lei Jun, CEO of Xiaomi
This study examines how Chinese CEOs construct culturally resonant brand personas through narrative strategies and archetypal roles across multiple digital platforms, using Lei Jun as a representative case. Grounded in a constructivist communication paradigm, the research integrates cultural branding theory, archetype theory, and narrative analysis to conceptualize branding as a process of meaning
