品牌跨文化传播中的人文精神

The Humanistic Soul in the Brand Transcultural Spreading

品牌是个经济事物,但也是个文化事物。从人文精神的角度看品牌,它是有思想、情感和价值观念的,而赋予品牌这些人格特质的就是品牌赖以生存的母体文化。品牌以文化方式进行传播其首要问题就是要有一个文化身份的定位,这个定位过程实质上是对品牌自身文化之人文精神的厘清与深挖过程。就中国的本土品牌来说,文化身份的定位受到中国文化观念中本体论、认识论和方法论的影响,而这些也恰恰体现了人文精神对于品牌跨文化传播的决定作用。整体来看,人文精神是品牌跨文化传播中一个重要的核心问题,它不但能够形成品牌所特有的本体论、认识论和方法论,而且还决定着品牌传播的具体形式。

Brand is an economic but also cultural thing. As a brand, it has the thinking, sensibility and sense of worth. All this humanistic soul is given by culture. The first step in brand spreading across culture is built up its cultural ID. The cultural ID of brand comes from the research of humanistic soul in brand own. Building up the Chinese brand cultural ID, we have to think about ontology, epistemology and methodology in Chinese culture. These reflected the hu- manistic soul having a great influence on brand＇s spreading. Wholly speaking, the humanistic soul is a key e during brand＇s spreading across culture. It not only can engender the characteristic ontology, epistemology and methodology of brand, but also determine the form of brand＇s spreading.