The Cross-culture Study Of Global Brand

In 1990s, Multinational Companies came into an era of global brands competition. Brand turns into the most obvious competition form. At the same time multinational companies came into a time of cross-culture management. With the deep development of global brands, more and more companies find that the most difficulty in brand globalization is different cultures. Cultural becomes the most important factor in brand communication. So how to globalize brand under different culture is an important problem for multinational companies, which is also a valuable theory problem to study.So far most theory studies related ignored the background of cross-culture. Based on existing research, this study focused on the basic characteristics of national culture tries to build a series cross-cultural strategies for global brands through the methods of case study and comparative study. And at the same time, put forward some suggestions to Chinese companies in brand globalization.The whole study is around the relationship of brand and culture. At first, the study point out that the culture affects every level of the brand. The culture is the most important factor of brand building, which affects brand all-around.Secondly, with the definition of brand globalization concept; the research clarifies the deep reasons for the cross-culture problem of brand globalization. At the same time use the Hofstede national culture model to analyze the strategy of brand globalization. With case study and comparative analysis, the research point out that the multinational companies need to adapt brand enter-way, advertising, public relations and network communication to cross-cultural situation and local consumer's demands.In the end, the study brings forward some suggestions to Chinese companies in brand globalization, with the study of Chinese global brand current situation.Because of lacking related study information and first-hand data, there are some shortages in this study. Hope can do more research about this study in the future.