关键词: 老字号, 品牌国际化, 跨文化传播, 框架联结策略, 品牌文化定位

Abstract: The globalization of time-honored brands is an important strategy to build a global brand and enhance China's cultural soft power. The unique cultural resources of time-honored brands are conductive to establishing differentiated market positioning and enhancing brand image in the international market. Based on the perspective of intercultural communication, this paper constructs a theoretical model of the globalization of time-honored brands that is evolving in stages. Thecase study based on Tongrentang shows that:(1)In different stages ofbrand globalization, implementing corresponding intercultural communication strategies based on brand cultural positioning is an effective path to gradually realize the globalization of time-honored brands. (2)According to different stages of brand globalization, time-honored brands should adjust the brand cultural positioning, which can be achieved by combining the target customer range, needs, and available cultural resources to upgrade the brand cultural positioning from the functional, experiential to meaningful. (3)The staged strategies for time-honored brands to implement intercultural communication include:amplifying the advantages ofproducts/services to gain brand product recognition in the building stage of brand globalization; bridging national and foreign cultures to establish brand likability in the expanding stage of brand globalization; extending the brand's additional social and cultural value for global consumers to achieve global brand cultural identity in the mature stage of brand globalization. Differentiated intercultural communication strategies at different stages are the key means to promote the phased upgrade of time-honored brands.

Key words: time-honored brands, brand globalization, intercultural communication, frame alignment strategy, brand culture positioning