关键词: 世界级品牌,民族文化,双维驾驭,案例研究

Abstract: World-class brand building is crucial for those emerging market economy countries like China. Based on a deep analysis of the brand essence, this paper puts forward such a viewpoint that the uppermost difference between world-class brands is the difference of cultures. Through the case study of the internationalization development process of Herborist brand, this paper constructs a theoretical system of two-dimensional mastering of national culture and expounds the four models for the application of the national culture. The results indicate that only by outstanding performance at the two dimensions of “concentration”and“manifestation”with the national culture, can a world-class brand be created by the enterprise.

Key words: world-class brand; national culture; two dimensional mastering; case study