Communications in Humanities Research ISSN: 2753-7072
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Research Article

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

Jing LiCommunication University of China*

* Corresponding author: [email protected]

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
Published: October 28, 2025
DOI: 10.54254/2753-7064/2025.28524
Volume: CHR Vol.94
pp. 126-133
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