IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-97-1371-4_7.html
   My bibliography  Save this book chapter

Chinese Brand Narratives in Cross-Cultural Communication

In: Cross-Cultural Communication of Chinese Brands

Author

Listed:
  • Jingyun Zhang

    (Beijing Technology and Business University)

Abstract

Brand narrative is the application of narrative theory in the field of brand management. It helps deepen consumers’ understanding and cognition of the brand, and enhance emotional communication and spiritual resonance with consumers. To carry out brand communication across different cultural barriers and conflicts, it is necessary to convey brand information and shape brand personality through appropriate narrative methods. When designing brand narrative information, it is necessary to establish different and memorable brand narrative features, and choose the matching brand narrative style. On the basis of the practical cases of cross-cultural communication of Chinese brands, this chapter studies the brand strategies in cross-cultural communication of Chinese brands from the following aspects: (1) The embodiment of brand narrative in brand cross-cultural communication is expounded from the perspectives of symbol and meaning; (2) The brand narrative style of Chinese brands in cross-cultural communication is studied from the perspectives of cross-media narrative and female narrative; (3) The carriers of brand narrative mainly include products, terminals, platforms, physical space and other media or platforms, which need to focus on narrative theme, narrative skills, value proposition, story extension and other elements to complete the description of stories with brand differentiation characteristics; (4) Journalism, advertising and public relations are the main ways to carry out brand communication. In cross-cultural brand communication, different methods match different narrative information. In cross-cultural brand narrative, enterprises need to have an insight into public psychology and use appropriate communication methods to build a deep connection between consumers and brands.

Suggested Citation

  • Jingyun Zhang, 2024. "Chinese Brand Narratives in Cross-Cultural Communication," Springer Books, in: Cross-Cultural Communication of Chinese Brands, chapter 0, pages 183-214, Springer.
  • Handle: RePEc:spr:sprchp:978-981-97-1371-4_7
    DOI: 10.1007/978-981-97-1371-4_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-97-1371-4_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.