Group 1 - The core viewpoint of the articles emphasizes the importance of brand as a key weapon for differentiation in the increasingly competitive fruit industry, particularly in the context of changing consumer values due to the COVID-19 pandemic [1][2] - The articles discuss the shift in consumer values towards rational consumption, health, and environmental protection, as well as the rise of digital and hybrid consumption methods [1][2] - The theme of the conference is "Enhancing Brand International Competitiveness," focusing on the necessity of cross-cultural brand communication to achieve global market presence [2][5] Group 2 - The articles outline the barriers to effective cross-cultural brand communication, including differing perception patterns, thinking modes, and interpersonal dynamics across cultures [5][12] - The "Washington Apple" case is highlighted as a successful example of cross-cultural brand communication, utilizing health-oriented marketing and community engagement to resonate with consumers [6][9] - The "Zespri" kiwi brand's entry into the Chinese market illustrates the importance of localizing brand strategies to address regional differences and cultural nuances [12][15] Group 3 - The articles propose six fundamental methods for effective cross-cultural brand communication, including leveraging universal human values, careful language translation, and understanding non-verbal cultural symbols [18][19] - Emphasis is placed on respecting cultural contexts and finding common ground in communication strategies to enhance brand acceptance in diverse markets [20][21] - The need for brands to navigate regulatory environments and cultural sensitivities is underscored as essential for achieving true global competitiveness [21][22]