Brand Cross-Cultural Communication: Theoretical Basis

In the process of brand internationalization, companies need to manage their brands across regions and market segments. Thus, understanding the cultural differences of each region and maintaining and strengthening the brand capability, in the long run, are issues that need to be faced by management. From an interdisciplinary perspective, this chapter summarizes cross-cultural brand communication and its major underlying theories, aiming to lay a theoretical foundation for the construction of cross-cultural brand communication theories in China. Focusing on the above objectives, this chapter starts with anthropology, cultural anthropology, literary psychology, international trade, communication (cross-cultural communication), management (including cross-cultural management, management of international marketing, and strategic brand management), and other disciplines to sort out the basic theories of cross-cultural brand communication.