Chinese Brand Narratives in Cross-Cultural Communication

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

Chapter Chapter 7 in Cross-Cultural Communication of Chinese Brands, 2024, pp 183-214 from Springer

Abstract: 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.

Keywords: Brand narrative; Brand symbol; Cross-media narrative; Brand story (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_7

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DOI: 10.1007/978-981-97-1371-4_7

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