Research on the Brand Image Design of Pet Funeral Services for Middle-class Women in Shanghai

Background and Aim: This study focuses on Middle-class women in Shanghai as the core research group, exploring their preferences and demands for pet funeral brands. It aims to integrate traditional cultural elements with modern consumer needs to create a brand image in the pet funeral industry tailored to this demographic. Materials and Methods: The research adopts a mixed-methods approach, structured as follows: First, a literature review systematically examines Chinese trends in the pet funeral market, consumption characteristics of Middle-class women, and brand-building theories. Second, a case study analysis evaluates existing pet funeral brands in China. Then, a questionnaire survey empirically investigates the brand preferences and psychosocial support of Shanghai middle-class women in pet funeral services. Based on these findings, a customized pet funeral brand image is designed. Results: 4 Key findings reveal: (1) Women aged 25–45 demonstrate strong affective ties to pet funerals, yet the market lacks women-oriented branding and awareness. (2) The most common pets among this group are cats, rabbits, hamsters, and birds, with smaller pets being preferred. (3) While 41.67% of pet owners expressed intense grief after pet loss, 35.19% appeared outwardly calm, though research suggests this may conceal deeper distress, warranting further study. (4) Core demands include emotionally resonant branding, a "Quiet luxury" aesthetic (Emphasizing a sense of luxury while maintaining an understated visual style), and sustainable, culturally infused funeral products. Conclusion: Finally, the proposed brand design offers a serene, high-end pet funeral experience priced at 600–4,000 RMB. Inspired by traditional Chinese rebirth narratives, it frames the pet afterlife as a peaceful journey, providing spiritual repose to owners. This approach not only addresses the demands of Middle-class women in Shanghai for pet funeral services but also delivers actionable, practical value to China's burgeoning pet funeral industry. Furthermore, the culturally rooted branding model proposed in this study offers referential significance for brand image design construction in Asia's pet funeral industry.