Public Relations, Brand Internationalization Of Chinese Enterprises

Brand globalization, born against the background of economic globalization, has become the focus of development strategy of an enterprise, even a nation inevitably involved in the fierce competition posed by the globalization of markets, enterprises and capital. A global brand is not merely a symbol of economic strength and position in the market, but also a gauge of sustainability. When it comes to a nation, global brands reflect its comprehensive economic strength and national power. Furthering brand globalization of Chinese brands, along with enhancing their market adaptability and influence, is, no doubt, the key to greater brand value, invisible assets and national economic influence.Unlike brand building prevalent in China, brand globalization, which is more complicated due to higher business risk, more uncertainties and variances in culture, politics, social-economic structure, is likely to trigger cross-culture conflicts. As yet, PR research, however, has not given enough attention to this aspect. Here, an in-depth research into the application of PR in the globalization of Chinese brands, through the analysis of characteristics of different parties and interest orientation, is carried out to achieve a clear understanding of the whole operation. This dissertation, through shedding light on various PR methods and media in different phases of brand globalization, sets out to assist PR planning conformant with global audience expectation.On the basis of a summary of research fruits regarding the above-mentioned motif, the author, employing theories regarding PR, Communication, Cross-cultural communication and Relation management, establishes an innovative strategic PR model in brand globalization, in the light of which a thorough analysis is carried out focusing upon different phases and corresponding PR strategies in brand globalization. Lastly, a case-study of the success of Toyota is presented to lend credence to the proposed PR model. This dissertation, by way of extending PR application and enrichment of brand theories, addressed the insufficiency of research in this aspect.