Brand Culture Strategy for Brand Internationalization:A Case Study of Coca-Cola

摘要

Brand internationalization in essence is brand culture internationalization.Coca-Cola's brand internationalization offers a beneficial mode of brand culture strategy,which has the following features: the brand appropriately absorbs and transcends its indigenous cultural elements, one part of which becomes brand creed, the other part of which becomes cultural expression; the brand creeds remain unchanged in the process of internationalization, so the brand creed should comply with universal values; the brand name has become a popular word; the brand or brand name has become synonymous with its native culture.