Brand Culture Strategy for Brand Internationalization:A Case Study of Coca-Cola

摘要：

Brand internationalization in essence is brand culture internationalization.Coca-Colas brand internationalization offers a beneficial mode of brand culture strategy,which has the following features: the brand appropriately absorbs and transcends its indigenous cultural elements, one part of which becomes brand creed, the other part of which becomes cultural expression; the brand creeds remain unchanged in the process of internationalization, so the brand creed should comply with universal values; the brand name has become a popular word; the brand or brand name has become synonymous with its native culture.

关键词： Brand Culture Brand Internationalization Brand Cultural Strategy

作者: ZHOU Luyang TAO Hong

作者单位: School of Economics and Business Administration, Shaoxing University, Shaoxing, P.R.China, 312000

会议类型: 国际会议

会议名称: 2009年战略管理国际会议(2009 International Conference on Strategic Management)

会议地点: 成都

会议语种:英文

页码: 828-833

在线出版日期: 2009-06-25（万方平台首次上网日期，不代表论文的发表时间）