Brand Cultural Positioning,Intercultural Communication,and Globalization of Time-Honored Brands—A Case Study of Tongrentang
The globalization of time-honored brands is an important strategy to build a global brand and enhance China's cul-tural soft power.The unique cultural resources of time-honored brands are conductive to establishing differentiated market posi-tioning and enhancing brand image in the international market.Based on the perspective of intercultural communication,this paper constructs a theoretical model of the globalization of time-honored brands that is evolving in stages.The case study based on Tongrentang shows that:(1)In different stages of brand globalization,implementing corresponding intercultural communi-cation strategies based on brand cultural positioning is an effective path to gradually realize the globalization of time-honored brands.(2)According to different stages of brand globalization,time-honored brands should adjust the brand cultural posi-tioning,which can be achieved by combining the target customer range,needs,and available cultural resources to upgrade the brand cultural positioning from the functional,experiential to meaningful.(3)The staged strategies for time-honored brands to implement intercultural communication include:amplifying the advantages of products/services to gain brand product recognition in the building stage of brand globalization;bridging national and foreign cultures to establish brand likability in the expanding stage of brand globalization;extending the brand's additional social and cultural value for global consumers to achieve global brand cultural identity in the mature stage of brand globalization.Differentiated intercultural communication strat-egies at different stages are the key means to promote the phased upgrade of time-honored brands.
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