As the increasing complex of globalization process, the conventional binary positioning strategy of an internationalbrand, global vs. local, fails to adequately explain the rise of new cross-cultural brands, particularly, new cultural brands from emerging markets. This study explores how companies from the emerging countries, by the use of cultural resources, build up cross-cultural brands. Based on a longitudinal qualitative research on two Taiwanese cultural-creative brands, JIA and Franz, both position their brands by merging the western and eastern cultures, this study proposes a three-level framework cultural merging: merging orientation, merging construction, and merging presentation. Moreover, the study suggests two key factors related to the framework: the connection between consumers and culture merging and the mastering of culture merging. The results of the study may shed light on how cultural-based brands take advantage of as well as balance global and local cultural elements, and thus make both practical and theoretical contributions to the field of international branding strategy.
英文關鍵字
Cross-cultural brand, Culture merging, International brand, Cultural creativity
