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国际品牌的数量与质量是衡量一个国家经济实力的重要标志之一,而民族品牌字母化是打造国际品牌的首要步骤。通过对中西文化差异的分析,以及中西品牌命名上现实差异的研究,认为我国民族品牌字母化策略应在品牌字面意义、实际内涵、民族文化特征以及品牌联想四方面予以重点考虑。
The quantity and quality of international brands are one of the important symbols to measure the economic strength of a country. The nationalization of the national brands is the first step to create an international brand. Through the analysis of the cultural difference between China and the West, and the factual differences between Chinese and western brands, it is considered that the nationalization strategies of our national brands should be emphasized in four aspects: the brand literal meaning, the actual connotation, the national culture characteristic and the brand association.