The Intercultural Communication Studies Of Brand Coca-Cola

In the context of cross-cultural communication,"culture and communication isomorphism" indicates the value of culture in communication.The biggest system that influences communication is culture itself.Therefore,for the research of brand cross-cultural communication,we must pay attention to the cultural factors which have an important impact on the main body and effectiveness of economic activities.In the research of brand cross-cultural communication,Coca-Cola is an important criterion and model for analysis.For a long time,due to the "corporate perspective" in the research,the endorsement function of national image on corporate brand and the support function of national culture have been neglected,and more and more limitations of background and horizon have emerged.In the whole concept of brand internationalization,national image and national culture play an important role that can not be ignored,but this part has been seriously neglected in the past discussion of brand internationalization.The view of "strong brand" has neither been clearly expressed nor analyzed.For the research of Coca-Cola brand cross-cultural communication,we need to pay attention to its internal relationship with the image of home country,especially the value of national image in brand cross-cultural communication.At the same time,the essential problem facing the process of brand internationalization is the restriction of the differences between the culture of the home country and the culture of the entry country.The process of Coca-Cola brand internationalization is a process of continuous integration and adjustment with the culture of the destination country.Therefore,the study of Coca-Cola's internationalization needs to be interpreted from how to conduct transnational business to how to conduct cross-cultural brand communication.This constitutes two questions for the study: one is to discuss how the brand carrying national culture carries on the international communication relying on the national image from the macro level;the other is to interpret the phenomenon of Coca-Cola brand internationalization from the micro level of cross-cultural communication.From the perspective of cross-cultural communication,the research on the internationalization of Coca-Cola,a representative American brand,should focus on the two dimensions of "history" and "logic".Firstly,the process of cross-cultural communication of Coca-Cola brand should be sorted out vertically,and the history and social culture of the United States should be traced back to the historical track of the evolution of American society and culture,so as to explore the United States country in depth.Hard power and soft power are the driving forces in the internationalization of their brands.Secondly,in the perspective of cross-cultural communication,the paper examines the strategy of international communication of Coca-Cola brand: the success of cross-cultural communication of Coca-Cola brand is endorsed by the national image and national strength of the United States,which is gradually carried out with the growth of the national strength of the United States and the promotion of international influence.The historical opportunity of American modernization and industrial revolution,and the "universality" of American culture,to a certain extent,make the American brand represented by Coca-Cola have a certain innate advantage in foreign communication.The process of its brand internationalization has a close relationship with American culture(soft power)and American strength(hard power).On the micro level,it depends on the refinement of the elements of international brand image communication,the creation of brand cultural connotation with global penetration and effective cross-cultural marketing communication management.Reflecting on Coca-Cola's cross-cultural communication experience,we can summarize its cross-cultural communication path as value expansion under the support and promotion of the national image of the United States.Among them,the principle of expanding brand image relying on national image is of reference significance and value.On this basis,combined with the context of the "one belt and one road" era,we put forward the "new challenge" of the international spread of our brand and the "new train of thought" we need to explore,trying to outline the panorama of the national image,the "one belt and one road" and the brand strategy.