The Research on Dimensions of Home Country Culture of International Brand

DOI

10.2991/icmesd-18.2018.136How to use a DOI?

Keywords

Home country cultural resources, Brand internationalization, Cultural strategies.

Abstract

The aims of this article is to use the home country culture to shape international brands to help the brand internationalize. Through literature review, this paper puts forward the conceptual model of home country culture. This paper argues that home country cultural resources including cultural symbols, character images, and theme stories. the three types of national cultural resources constructs the strategies of brand symbolization, personification and narration, and explains how to transform the cultural resources into a brand element that can be used for internationalized operation and win international consumers ' welcome. How to use the cultural resources of home country to shape international brand, the implementation of differentiation strategy has a certain guiding significance.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wei-Hong Zhao
AU  - Ming-Yue Yi
PY  - 2018/05
DA  - 2018/05
TI  - The Research on Dimensions of Home Country Culture of International Brand
BT  - Proceedings of the 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018)
PB  - Atlantis Press
SP  - 788
EP  - 791
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-18.2018.136
DO  - 10.2991/icmesd-18.2018.136
ID  - Zhao2018/05
ER  -