A Study Of Brand Values In Chinese Global Brand Overseas Advertising

Economic globalization brings some global brands to the Chinese market. At the same time some Chinese brands enter the overseas market becoming Chinese global brands. The performance of Chinese global brand such as Huawei. Lenovo and Haier in overseas market attracts the attention of researchers, while some researchers extend the human values to the study of brand representing the brand values. We conduct the brand values study of Chinese global brand by combining these.Based on content analysis, this research relies on Schwartz's and Hofstede's value system to identify the brand values in Chinese global brand overseas magazines advertising and exam the difference among industries for further study. As the result shows, the overseas ads of Chinese global brand express more frequently the cultural values of:achievement, benevolence, self-direction; and self-enhancement, self-transcendence and openness on higher-order type of values. The overseas ads of Chinese global brand also express collectivism, large power distance, strong uncertainty avoidance and masculinity. Compared with Chinese and American cultural values, the brand values in ads are correlated with Chinese cultural values. But it also shows the mixture of American cultural values by comparing with the ads in local. Especially the brand values of consumer electronics such as Huawei, Lenovo, are mostly correlated with American cultural values.This study analyses the brand values of Chinese global brand by using the sample of overseas ads. filling the blank field. By summarizing the currently brand values expressed by Chinese global brands, this study gives the practical example to the Chinese brand which wants to enter the global market.