The Research Of Chinese Corporate Brands' International Communication

It is not exaggeration that nowadays brand is the soul of anenterprise. With the progress of economic globalization, brand is more or less equivalent to a country's economic strength. Some Chinese brands begin to win world-famous reputations. In the year 2004, Haier Brand was ranked No.95 among the 100 most famous brands all over the world. However, American companies monopolize more than thirty brands on the top-50 list. The large contrast indicates the Chinese status in the world economy. Data from the Industrial Development Organization of United Nation show that, of all the world brands, less than 3 percent dominates more than 40 percent of the world market. To some degrees, economic competition means brand competition. China, a number of WTO, is also a link in the cycle of world economy. Chinese enterprises must build their own world-famous brands in order to keep up with the pace of global economy and have an up hand in the fierce competition.This article draws on many fields, such as mass communication, marketing, brand, etc., gives a systematic analysis of the international communication of Chinese brands and provides available solutions to the challenges. The article falls into four parts: first, it defines some notions in international communication of Chinese brands; second, it analyzes Chinese brand communication and gives a detailed account of its condition and significance; third, it analyzes the mode of brand international communication and proposes a mode which is suitable to Chinese companies; forth, it analyzes the international communication strategy of Chinese companies, including the internationalization of brand design, brand name, brand orientation and reorientation as well as an integral usage of communicating methods.