Brand Culture Internationalization for Global Strong Brand Formulation: a Case Study of Coca-Cola

被引：0

作者：

Zhou Luyang ^{[1
]}

Hu Zuguang ^{[1
]}

Tao Hong

机构：

[1] Zhejiang Gongshang Univ, Sch Business Management, Hangzhou, Zhejiang, Peoples R China

来源：

PROCEEDINGS OF THE TENTH WEST LAKE INTERNATIONAL CONFERENCE ON SMALL & MEDIUM BUSINESS, VOLS I AND II | 2008年

关键词：

Brand Culture Internationalization; Global Strong Brand;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In this conceptual paper, a brand identity is composed of brand product and brand culture. In the age of product homogeneity, brand culture in comparison with brand product is more significant for brand management, and brand internationalization in essence is brand culture internationalization. The road of Coca-Cola's brand internationalization offers a beneficial mode of brand culture internationalization, from which China can find its deficiency and direction in formulating its global strong brands.

引用

页码：479 / 483

页数：5

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