The Development of Chinese Brand Cultural Archetype Resources in the Context of Globalization: A Conceptual Model Based on the Archetype Theory

doi:10.16382/j.cnki.1000-5579.2020.06.015

Abstract

Abstract: Culture is crucial and strategic asset to an international brand. Every multinational brand in China has shown its concern about how to develop Chinese cultural archetype resources so as to explore the international market. Based on the archetype theory, this study proposes a conceptual framework for developing Chinese cultural archetype resources in the context of globalization. It suggests that Chinese culture archetype resources can be converted into brand prototype characterization through archetype strategies(symbolic strategy vs. anthropomorphic strategy vs. narrative strategy) based on value symbols, characters and theme stories. According to certain perception standards(cultural symbolism of China vs. cultural coherence of a host country), we can test the effectiveness of the conversion. Extending the application of the archetype theory, this study will help enterprises to have a deep understanding of the role of Chinese culture archetype resources in brand internationalization. This paper ends with a discussion on future research questions and agenda implied by the conceptual framework.

Key words: brand prototype, cultural archetype, archetype theory, brand internationalization, Chinese brands

WANG Tao, XIONG Sha-sha, ZHOU Ling. The Development of Chinese Brand Cultural Archetype Resources in the Context of Globalization: A Conceptual Model Based on the Archetype Theory[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2020, 52(6): 152-163.

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