Brand culture is mainly aimed at consumers outside the enterprise, and its purpose is to communicate with consumers, gain their trust and praise, and make consumers agree with products, consume products and like products.
The relationship between enterprise and brand
Generally speaking, an enterprise refers to a legal person or other social and economic organization that uses various factors of production (land, labor, capital and technology) to provide goods or services to the market for profit, and implements independent operation, self-financing and independent accounting. To put it simply, today's enterprises are equivalent to companies, even those individual industrial and commercial households.
Brand is an identification symbol, a spiritual symbol, a value concept and the core embodiment of excellent quality. Brand refers to the company's name, trademarks of products or services and other intangible assets that can be distinguished from competitors' signs and advertisements, which constitute the company's unique market image. Kotler, the father of modern marketing, defined in Marketing that a brand is a set of specific features, benefits and services provided by sellers to buyers for a long time, and so on.
Brand refers not only to the concept of economic category, but also to enterprises-individuals, regions and social organizations can establish brands other than companies and fashion products.
A brand can only become a brand if it is "based on trust, marked by identification, and can bring value-for-money benefits to the audience". The standard of a successful brand is that the brand can represent a category-everything you say can be equated with the brand.