The Research On Internationalization And Localization Of Brand Design

Coming with the globalization, a lot of famous international brands garrison the market of China mainland in quick succession. Since reformation and opening, the brands that are indigenous to China have got great progress. More and more domestic enterprises go out china and participate in international competition actively. Globalization management and the localization design become the most powerful tools and arms in the process of brand's internationalization.These tremendous invisible values such as culture, history contained in and the satisfaction of the consumer mental demands behind the brand, create the unique brand's characteristics according to actual circumstances. What kind of factors can influence the brand and the management of the brand in the process of its internationalization? How can the brand and the product of brand be approbated by consumer under these great influences? The thesis makes a thorough research and gives an analysis in detail. As a result, the thesis gets a clear frame of brand's design internationalization abased on experiences that the successful brands have achieved in brand's internationalization, which will give some references not only to domestic internationalized brands and brands are about to be internationalized, but also to the Chinese designers working for the foreign enterprises.Based on the theories, the thesis introduces the historical evolvement in the development process of brand's internationalization, which composes of the development status of cross-nation enterprises and domestic enterprises and 3 internationalization models of today's domestic brands. Then the thesis pointes out that each enterprise should constitute or choose different brand strategies according to their actual circumstances. Afterwards, the thesis sums up and analyzes the factors worked on brand's design internationalization and localization, which includes cultural factors, macroscopical factors, and so on. Each factor is narrated by idiographic cases. Based on the analyses, the thesis points out Chinese brand's design internationalization combined with localization. Then the thesis compares internationalization strategy of international brand design with domestics. Finally, the thesis brings forward a frame of brand's design internationalization, which emphases on the internationalization of the brand's identification.