Research on Cross-Cultural Communication Marketing of International Brands – Take Pepsi’s “Bring the Fun Home” Microfilm Commercial Series as an Example

DOI

10.2991/978-2-38476-092-3_209How to use a DOI?

Keywords

Pepsi; microfilm advertising; cross-cultural communication; brand IP

Abstract

The communication strategies developed by an international brand in different cultural contexts determine its survival and development in a foreign cultural environment. Among them, advertising, as one of the ways of communication between brands and consumers, largely influences the acceptance and reputation of a brand. To date, a number of well-known international brands have carved out a niche in the Chinese market with their successful cross-cultural communication strategies, Pepsi being one of them. This article combines the Best Global Brands 2020 report released by Interbrand with Pepsi’s “Bringing the Fun Home" series of microfilm commercials launched for ten consecutive years since 2012 as an example. Combining the data materials collected and using the case study method and literature method, we analyse and discuss the successes, risks and suggestions of its cross-cultural communication strategy, in order to provide lessons for how China’s domestic brands can better The study will provide reference for how China’s national brands can better reach out to the world.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhihao Liu
AU  - Mingxuan Du
AU  - Wenrui Liang
AU  - Shihua Lai
PY  - 2023
DA  - 2023/09/09
TI  - Research on Cross-Cultural Communication Marketing of International Brands – Take Pepsi’s “Bring the Fun Home” Microfilm Commercial Series as an Example
BT  - Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
PB  - Atlantis Press
SP  - 1627
EP  - 1637
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-092-3_209
DO  - 10.2991/978-2-38476-092-3_209
ID  - Liu2023
ER  -