Research On The International Dissemination Strategies Of Cultural Brands

Comparing with the hard power elements, the soft power taking “cultureattraction and charisma” as the core has gradually become a key factor to measure thenational power for a country. Communications and competitions among countrieshave been focusing on the disseminations of national culture values. Cultural products,especially those branded ones with a glorious history and wide range of audienceshave been spread continuously to the world with their cultural power successfullydemonstrated. Not only do the cultural brands win the sensational international publicpraises, but also they gain enormous wealth for their countries. At the same time, wehave to admit that not all the cultural brands could be as successful as in their owncountries when they are spread internationally. According to the survey, almost80%cultural brands have encountered with different kinds of communication and fusionproblems in handling cultural complexities, resulting in failing in internationalmarkets. The Great Britain is famous for its well-established cultural industries,creating a wide range of cultural brands to which we should pay attention andemphasis when we consider our own international brand dissemination strategies. Fireman Sam is a world-renowned cultural brand with almost30years’ history, and itsinternational brand dissemination strategies are much worth studying on. Taking theexample of China, Fireman Sam brand team made a lot of creative spreading actionsand eventually stood out among plenty of foreign cultural brands in China.This paper briefly introduces the traits of cultural brands and presents thedetailed cases of brand dissemination strategy in China for Fireman Sam. The brandteam combines the brand values and Chinese education conceptions together, makingSam a responsible image for kids’ safety. In terms of spreading methods, the socialmedia is widely used in spreading actions. Eventually, we could figure out thesuccessful experiences for our national cultural brand integrity.This paper is based on the analysis of the brand dissemination strategies ofFireman Sam through the exploratory methods of case studying under the theory ofcommunication and marketing. In terms of making the conclusions of successfulexperience of Fireman Sam in China, the paper presents some pioneering suggestionsfor Chinese national cultural brands in their international disseminations.