Study on Brand Construction and International Communication Strategy from the Perspective of Cultural Dimensions—Taking Apple Brands as an Example
Research Article
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Study on Brand Construction and International Communication Strategy from the Perspective of Cultural Dimensions—Taking Apple Brands as an Example

Jing Li 1*
1 Communication University of China
*Corresponding author: 18171384226@163.com
Published on 28 October 2025
Journal Cover
CHR Vol.94
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-80590-495-3
ISBN (Online): 978-1-80590-496-0
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Abstract

Based on the three-dimensional framework of material culture, spiritual culture, and behavioral culture, this study adopts the cross-cultural case comparison and analysis method to systematically explore the brand construction and communication strategies of apple brands in global communication. Four apple brands with both international influence and brand communication reach at home and abroad are selected as cases, and an in-depth analysis is conducted on their differentiated paths in terms of product characteristics, brand symbols, values, and communication behaviors. The study finds that successful apple brands can combine regional cultural symbols with digital marketing to enhance brand cultural communication and brand identity. Product scarcity and quality at the material culture level are the cornerstone of a brand, while value resonance and emotional connection at the spiritual culture level are the core of brand differentiation, and marketing strategies and consumption experience at the behavioral culture level are the key paths for brand communication. This study provides a theoretical model and practical path for the construction and communication of agricultural product brands.

Keywords:

Brand Culture, Product Brand, Culture and Brand, Cross-Cultural Communication

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Li,J. (2025). Study on Brand Construction and International Communication Strategy from the Perspective of Cultural Dimensions—Taking Apple Brands as an Example. Communications in Humanities Research,94,1-8.

References

[1]. Zhou, C. Q. (2002). The symbolic role of brand culture. Journal of Marketing, 12(3), 45-50.

[2]. Chen, F. (2002). Brand culture and corporate competitiveness. Economic Research Journal, 23(4), 67-75.

[3]. Kleiner, M. A., & Dirlov, D. (2003). The interactive relationship between corporate culture and brand culture. Enterprise Management, 15(6), 89-95.

[4]. Keller, K. L. (2009). Strategic Brand Management (trans. by Lu, T. H., Wu, S. L.) (3rd ed.). China Renmin University Press.

[5]. Qiao, C. Y. (2005). The material and spiritual dimensions of brand culture. Brand Management, 12(3), 78-85.

[6]. Yantai Municipal Bureau of Agriculture and Rural Affairs. (2024, October). Brand promotion of Yantai apples. Yantai Municipal Government Official Website. https: //www.yantai.gov.cn/

[7]. Cao, Y. (2006). Reflections on the construction of brand culture [J]. Enterprise Management, (6), 89-95.

[8]. Agricultural and Rural Affairs Ministry of the People's Republic of China. (2019, December). The brand development path of Aksu apples. Official Website of the Ministry of Agriculture and Rural Affairs. http: //www.moa.gov.cn/

[9]. Yan'an Municipal Government. (2022, May). The shared economy model of Yan'an apples. Yan'an Municipal Government Official Website. https: //www.yanan.gov.cn/

[10]. Liu, R. Q. (2018). Brand Culture and Brand Communication. China Renmin University Press.

[11]. Zhang, M. (2015). Brand Construction and Management. Shanghai Jiao Tong University Press.

References

[1]. Zhou, C. Q. (2002). The symbolic role of brand culture. Journal of Marketing, 12(3), 45-50.

[2]. Chen, F. (2002). Brand culture and corporate competitiveness. Economic Research Journal, 23(4), 67-75.

[3]. Kleiner, M. A., & Dirlov, D. (2003). The interactive relationship between corporate culture and brand culture. Enterprise Management, 15(6), 89-95.

[4]. Keller, K. L. (2009). Strategic Brand Management (trans. by Lu, T. H., Wu, S. L.) (3rd ed.). China Renmin University Press.

[5]. Qiao, C. Y. (2005). The material and spiritual dimensions of brand culture. Brand Management, 12(3), 78-85.

[6]. Yantai Municipal Bureau of Agriculture and Rural Affairs. (2024, October). Brand promotion of Yantai apples. Yantai Municipal Government Official Website. https: //www.yantai.gov.cn/

[7]. Cao, Y. (2006). Reflections on the construction of brand culture [J]. Enterprise Management, (6), 89-95.

[8]. Agricultural and Rural Affairs Ministry of the People's Republic of China. (2019, December). The brand development path of Aksu apples. Official Website of the Ministry of Agriculture and Rural Affairs. http: //www.moa.gov.cn/

[9]. Yan'an Municipal Government. (2022, May). The shared economy model of Yan'an apples. Yan'an Municipal Government Official Website. https: //www.yanan.gov.cn/

[10]. Liu, R. Q. (2018). Brand Culture and Brand Communication. China Renmin University Press.

[11]. Zhang, M. (2015). Brand Construction and Management. Shanghai Jiao Tong University Press.

Cite this article

Li,J. (2025). Study on Brand Construction and International Communication Strategy from the Perspective of Cultural Dimensions—Taking Apple Brands as an Example. Communications in Humanities Research,94,1-8.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 4th International Conference on Art, Design and Social Sciences

ISBN: 978-1-80590-495-3(Print) / 978-1-80590-496-0(Online)
Editor: Yanhua QinBeijing Normal University
Conference website: https://2025.icadss.org/
Conference date: 20 October 2025
Series: Communications in Humanities Research
Volume number: Vol.94
ISSN: 2753-7064(Print) / 2753-7072(Online)

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