| 摘要 | 第1-5页 |
| ABSTRACT | 第5-6页 |
| Acknowledgements | 第6-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·Motivation and Significance of the Study | 第9-10页 |
| ·Thesis Structure | 第10-11页 |
| ·Methodology | 第11-12页 |
| Chapter 2 Literature Review | 第12-20页 |
| ·Achievements in Brands and Branding Research | 第12-14页 |
| ·Achievements in Culture Studies | 第14-20页 |
| Chapter 3 Brands and Global Branding | 第20-35页 |
| ·What Is a Brand? | 第20-21页 |
| ·Functions of Brands | 第21-23页 |
| ·What Is a Global Brand and Why Going Global? | 第23-27页 |
| ·Top 100 Global Brands and China’s Reality in Global Branding | 第27-30页 |
| ·Reasons for China’s Lack of Global Brands | 第30-33页 |
| ·What Is Critical to Make a Brand Stand Out? | 第33-35页 |
| Chapter 4 Comparison and Contrast Study of Chinese and American Cultures | 第35-51页 |
| ·The Study Focus of Culture in This Thesis | 第35-36页 |
| ·Chinese Culture | 第36-42页 |
| ·American Culture | 第42-48页 |
| ·Comparison of Chinese and American Cultures | 第48-51页 |
| Chapter 5 Corporate Culture and Brands | 第51-74页 |
| ·Corporate Culture | 第51-56页 |
| ·Corporate Cultures behind American Global Brands | 第56-60页 |
| ·Best Chinese Brands and Their Corporate Cultures | 第60-65页 |
| ·Comparison of the Corporate Cultures behind American and Chinese Brands | 第65-74页 |
| Chapter 6 Recipes and Chances for Chinese Companies | 第74-76页 |
| Chapter 7 Conclusions and Limitations | 第76-78页 |
| ·Conclusions | 第76-77页 |
| ·Limitations | 第77-78页 |
| Bibliography | 第78-83页 |
| Appendixes | 第83-92页 |
