文献类型：会议论文

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

作者：Zhou Luyang[1];Tao Hong[1]

机构：[1]Shaoxing Univ, Sch Business Adm & Econ, Shaoxing 312000, Peoples R China

会议论文集：International Conference on Strategic Management

会议日期：JUN 25-30, 2009

会议地点：Chengdu, PEOPLES R CHINA

语种：英文

外文关键词：Brand Culture; Brand Internationalization; Brand Cultural Strategy

外文摘要：Brand internationalization in essence is brand culture internationalization. Coca-Cola's 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.