Appendix: Interview and Insight

Jingyun Zhang ()
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Jingyun Zhang: Beijing Technology and Business University

Chapter Chapter 11 in Cross-Cultural Communication of Chinese Brands, 2024, pp 339-356 from Springer

Abstract: Abstract National brands are relative to foreign brands. In theory, they can be equated to the self-owned brands of the Chinese enterprise, so they can also be called Chinese brands. This chapter selects two articles published by the author in China Top Brands: one of them is a Interview: “Jingyun Zhang: Integrate in Globalization Properly Makinge National Brands Known to the World” and the other is an insight, which original title is “The Communication of Chinese Brand Globalization Should be Both Inside and Outside Parallel”. Here retitle it as: “Insight: Several Suggestions on Cross-Cultural Communication Strategies for Chinese Brands”. These two articles extract the main stages of national brand development, and put forward suggestions on national brand construction and internationalization. It also pays attention to the development strategy of Chinese Time-Honored Brands. This chapter can also be regarded as a brief distillation of the author’s views on the book.

Keywords: National brand; Cross-cultural communication of Chinese Brand; Psychological distance; Implicit context; Chinese Time-Honored Brand (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-1371-4_11

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DOI: 10.1007/978-981-97-1371-4_11

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