Multinational brand culture China Tension.doc

 PAGE \* MERGEFORMAT 10 Multinational brand culture China Tension Brand of the 21st century into a era of production and consumption, while the collision into a multi-cultural era. Half of the brand culture. In practice, the role of brand culture, brand, that is how the expression level of brand design, brand culture content of the excavation, the construction of brand marketing network, brand services, constitutes the way to the expansion of the brand culture, brand concept development. important reason for the success of well-known multinational companies due to its unique and effective brand culture, these multinational companies Brand Culture has a major impact on the Chinese people, thus making China the world market and distribution center for the brand. Brand culture is not only play a huge role in the external, internal staff is also a far-reaching influence, and many employees in multinational corporations, though because of geography, salary, immigration and other reasons, but all of these multinational companies cherish them in the uphold the values, in a very long period of time, many multinational brand culture is deep-rooted. Localization of cultural penetration of the brand extension Combination of brand and local culture, it should also be considered is to raise awareness of this brand is diminished. Could we have been concerned about the management of multinational corporations localization, localization professionals, ignoring the fact, many multinational companies has been engaged in product localization to the power of brand culture through a number of gaps in the market to erode. For example: Nestle found that Chinese consumers do not like bitter coffee, instant coffee in China than abroad sweet. but also more directly involved, such as: Pepsi potato chips the products of several Chinese cuisines. the introduction of the concept of localization and are often closely linked to traditional Chinese culture in China, consumers have bette