In the increasingly competitive modern commodity economy society, trademarks not only play a role in distinguishing the source of goods, but also have become a cultural resource and a communication culture, reflecting the culture of producers and consumers. psychological carrier. The integration of culture and trademarks is most obviously reflected in the rise of the cultural trademark group. Cultural trademarks refer to trademarks within the cultural category that are generally recognized by the public and are composed of words and graphics combined with humanistic landscapes. The emergence of cultural trademarks can Shorten the time it takes for a trademark to gain consumer trust. Many words and graphics in the cultural category can easily arouse people's aftertaste of history, experience of melody, and emotional sustenance. In addition to their material utilitarian effects, trademarks also have a spiritual non-utilitarian allure, shortening the The distance between the consumer and the product. Using words and graphics that have gained considerable popularity in the cultural category as trademarks is equivalent to objects with the same value and origin as culture, which quickly increases the popularity, generates added value, and makes the product achieve significant economic benefits. benefit. Wuxi Taihu Garment Factory was originally a small factory located in an ancestral hall. They chose the word "red bean" from the famous work "Red beans grow in the south, and spring comes and send out a few branches" by the Tang Dynasty poet Wang Wei as their trademark. From then on, the market profit doubled, and sales The amount exceeded 100 million yuan. In Mencius’ hometown—Zou County, Shandong Province, there is a story about Mencius saving a winery. In 1986, the county winery had a debt of 70,000 yuan, and only 15 people were left in the factory. Later, the factory collected the brewing technology of Mengfu Shangfang, registered the "Mengfu" trademark, and changed the name of the factory to Mengfu Winery. As a result, it became an instant hit and the economic benefits soared. Our country is a cultural country with abundant cultural resources. Making full use of this advantage to serve the product economy is a major issue in the integration of culture and trademarks.

In the trademark culture, there is a special phenomenon, that is, the phenomenon of well-known trademarks. The so-called well-known trademarks are trademarks with high reputation value. Its advantages are: first, the quality of the products it marks is reliable; second, it has strong market competitiveness. For example, the American "Coca-Cola" trademark is valuable because it has a high reputation value in beverages. The reason why this brand effect occurs is that psychological culture affects and adjusts trademark culture. People are willing to pay several times or even dozens of times higher than ordinary clothes to buy famous brand clothes. This is not only for beauty, but also contains rich social psychological factors, such as social satisfaction and so on. Therefore, trademark culture has a very important research topic, which is to strive to make the public psychological culture identify with trademarks. "The products we sell are not cheap, but they are still popular because they incorporate the characteristics of Mickey Mouse and Donald Duck: warmth, honesty and family-likeness," said John Finney, president of Disney's Asia-Pacific region. Warmth, honesty, and family-likeness are what everyone desires. Disney products are in line with this public psychology, which is undoubtedly beneficial to product sales.