跨文化交际实训（第二版）_房玉清，姚颖编_9787566311009

　在21世纪的信息时代，伴随着中国对外开放的深入，全球经济一体化步伐的加快，以及中国世界工厂地位的确立，中国企业的机遇与挑战也相伴而来。一方面，中国企业的市场份额扩展到全球范围；另一方面，中国企业要面临国内外对手的激烈竞争。中外企业在日益频繁的交往和碰撞中互相影响着对方的国家文化、企业文化以及个人价值观。而在这些东西方的跨文化交流中，研究彼此的商业运作模式及思维方法也必将为有效的交际起到不可低估的作用。同时，在频繁的交际中，我们屡屡看到来自不同文化背景的人们在交际中所表现的尴尬、不快与失望。

A brand is an entity of name， term， sign， symbol， trademark， logo， sound， color， or package and product design， which distinguish its product and services from others.
　　However， a brand is much more than the product or service. The value of a brand may be worth millions or even billions of RMB. A brand can be a promise to make， an attitude to follow， a personality to present to the consumers. For many， Mercedes-Benz indicates social status， wealth and power; Colgate symbolizes cleanness， self-confidence and
　　health; and Dell stands for excellent service and high respect for consumers.
　　There are three elements comprising a brand: brand name， brand mark， and trademark. A brand name is the name given to a product by the company that produces it.
　　Brand name is part of a brand including ietters， words， and numbers that can be spoken verbally such as Nike， Adidas， Starbucks， Lipton， etc. Elements indicating a brand other than words， like symbols or designs are called brand mark， like the famous lion symbol Peugeot adopted in all its automobiles. A trademark is a legal designation symbofizing the owner has exclusive right to use a brand or a part of a brand， and others are prohibited by law from using it. For example， the world famous trademark of Nike， the red hook， or the nickname "Swoosh"， is endowed with speedy， dynamic and explosive movement， which is vivid and impressive to all the consumers around the world.
　　Branding Globalization Strategies
　　It is not surprising to see people everywhere using Nokia cell phones， wearing Nike shoes， listening to IPOD music， or drinking Coca-Cola， because these multinational
　　companies have successfully made our world a global village.
　　When launching a product into global markets， the brand may adopt the same brand logo， or at least a part of the same logo， rather than a completely fresh one. This allows customers to identify the brand at the first sight when traveling in different countries.
　　Therefore， it is advisable for a far-sighted company to choose an eye-catching brand with proper words and images to publicize itself and maintain competitiveness.
　　Nevertheless， it is inevitable for a company to encounter cultural conflicts in terms of customs， values， etc. when globalizing its product. Therefore， it is necessary for the
　　company to get acquainted with some key elements for branding globalization to adapt itself to the international market.
　　Establishing a brand team
　　Undoubtedly， high quality and good service are the prerequisites for a brand to spread into foreign markets. Besides， establishing a brand team is convenient with little or even no investment， which is also conductive to establishing the global reputation of the brand and corporate image in the global market. There are a number of well-known multinational corporations， such as P&G， Panasonic， McDonald's， exploring and innovating new modes to manage their brands. Companies may globalize their brands by establishing a global brand team with participants from different countries and regions， or by selecting brand team leaders to manage and supervise the brand extension， or by nominating a global brand manager responsible for coordinating the globalization process.
　　~ Pursuing adaptability and standardization
　　The best brands tend to achieve a high degree of standardization in their brand identity worldwide. This consistency allows customers to enjoy the same quality across the world， as McDonald's presented to the world in terms of adaptability and standardization. People from all over the world share the same McDonald's foods， as well as their high quality. However， McDonald's are not satisfied with the standardization.
　　Rather， it investigated some foreign markets and modified itself to cater to the local tastes， e.g.， in China， McDonald's focuses on consumers like children and youngsters， playgrounds can be found in every McDonald's restaurant， a variety of toys are produced and sold with combo to cater to youngsters， and famous pop singers are invited to be the spokesmen of McDonald's.
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