Abstract: In an era where attention has become a kind of scarce resource, brand identity, as a critical visual asset, carries brand culture and vision of enterprises. Good brand identity enables the brand to stand out. Adopting the perspective of perceived innovation and brand confidence, this paper, employing four experiments in the UK market, examines how the cultural symbolism (Chinese cultural symbolism versus non-cultural symbolism) of brand identity impacts brand equity in the internationalization of Chinese national brands, along with its underlying mechanisms and boundary conditions. The findings reveal that cultural symbolism in brand identity positively influences brand equity for national brands operating overseas. The need for cognition and international relations serve as moderators, while perceived innovation and brand confidence play a chained mediating role. These results enrich cross-cultural research on brand logos and the internationalization of national brands, offering actionable visual design strategies for global brand.

Key words:

cultural symbolism, need for cognition, brand confidence, perceived innovation, brand equity

摘要： 在注意力已成为稀缺资源的今天，品牌标识作为企业重要的视觉资产，承载着品牌文化与愿景，优秀的品牌标识能够帮助品牌在竞争中脱颖而出。本研究基于感知创新与品牌自信的视角，以英国市场为例，针对中国民族品牌国际化过程中标识的文化象征性（中国文化象征性vs.非文化象征性）对品牌资产的影响展开探讨，通过4项实验检验其内在机制与边界条件。研究结果表明：民族品牌在海外市场中，品牌标识的中国文化象征性对品牌资产具有正向影响；认知需求与国际关系起到调节作用，同时感知创新与品牌自信在二者之间发挥链式中介作用。本研究丰富了品牌标识的跨文化研究及民族品牌国际化的相关理论，并为企业的跨国经营提供了切实可行的品牌标识视觉设计策略建议。

关键词: 文化象征性, 认知需求, 品牌自信, 感知创新, 品牌资产