BrandCulture refers to giving a brand profound and rich cultural connotation, establishing a distinct brand positioning, and making full use of various strong and effective internal and external communication channels to form consumers' high spiritual recognition of the brand, create brand belief, and finally form strong brand loyalty. Having brand loyalty can win customer loyalty, win a stable market, greatly enhance the competitiveness of enterprises, and provide a strong guarantee for the successful implementation of brand strategy. It is the cultural accumulation gradually formed by the brand in its operation, representing the interests cognition and emotional closeness of enterprises and consumers, and the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion of corporate culture, brand culture highlights the external publicity and integration advantages of enterprises, effectively transmits corporate brand ideas to consumers, and then occupies consumers' minds. Brand culture is the essence of the enterprise condensed on the brand.
the core of brand culture is cultural connotation, specifically its profound value connotation and emotional connotation, that is, spiritual symbols such as values, life attitude, aesthetic taste, personality cultivation, fashion taste and emotional appeal condensed by the brand. The shaping of brand culture can transcend the limitation of time and space to bring consumers more high-level satisfaction, spiritual comfort and spiritual sustenance by creating a professional realm in which the material utility of products and brand spirit are highly unified, and form potential cultural identity and emotional attachment in the depths of consumers' hearts. In the eyes of consumers, their favorite brand, as a symbol of a commodity, not only represents the quality, performance and unique market positioning of the commodity, but also represents their own values, personality, taste, style, lifestyle and consumption pattern; The product they buy is not just a simple item, but a unique experience and a specific prop to express themselves and realize their self-worth; They recognize that buying a certain commodity is not a simple buying behavior, but a pursuit of the psychological interests of the cultural value that the brand can bring and the release of personal feelings. Therefore, they form a strong sense of trust and dependence on their favorite brands, and combine many beautiful associations and meaningful memories. Their brand choice and loyalty are not based on direct product interests, but on the profound cultural connotation and spiritual connotation of the brand. What keeps them in long-term contact with the brand is the unique brand image and emotional factors. Such customers are hard to happen? Brand change? There is no doubt that it is a loyal customer with high quality and high profit, and it is an inexhaustible source of corporate wealth. It can be seen that the brand is like a flag flying high, and the brand culture represents a kind of values, a kind of taste, a kind of style, a kind of fashion and a way of life. Its unique charm lies in that it not only provides customers with a certain utility, but also helps customers to find their spiritual belonging, fly their dreams of life and realize their pursuit.
excellent brand culture is the high refinement of national cultural spirit and the simultaneous sublimation of human's beautiful values, which condenses the essence of the development of civilization of the times, permeates the deep praise of family, friendship, love and true feelings, and advocates a healthy and progressive life creed. Excellent brand culture can last forever, lead the consumption trend of the times, change the lifestyle of hundreds of millions of people, and even shape the values of generations. Excellent brand culture can transcend nationality, national boundaries and consciousness with its unique personality and elegant demeanor, so that the brand is deeply rooted in people's hearts and attracts people all over the world to yearn for and consume together. Excellent brand culture can give the brand strong vitality and extraordinary expansion ability, make full use of the brand's reputation and popularity to extend the brand, and further improve the brand's appeal and competitiveness. Most importantly, excellent brand culture can also make consumers' consumption of their products become a cultural consciousness and an indispensable content in life. For example, when Americans go to a foreign country, they will involuntarily want to drink McDonald's. The main reason is not that McDonald's Big Mac is particularly suitable for their tastes, but that there is an external manifestation of a potential cultural identity in their hearts. They think that McDonald's is a symbol of American culture, which makes them feel more cordial when they see McDonald's, thus subconsciously producing a desire for consumption. Just like Lawrence? Vicente pointed out when expounding the successful experience of legendary brands, these brands? The social, cultural and existing values constitute the basis of consumer ties? .
First, the brand culture is put forward
Today, with the social progress and the improvement of material living standards, the public's demand for culture is increasingly strong. As a social person, consumers' abstract culture is profoundly affecting the specific purchase behavior. For example, values and lifestyle affect whether consumers choose a high-end dress or use a brand of shampoo. Conversely, consumers may also get cultural satisfaction through specific purchase behaviors. Because in a commercialized society, an important way to pursue cultural satisfaction is consumption. Through consumption, we try to find a sense of belonging to a certain group, to pursue reputation, self-esteem, status, etc., and even to connect with self-value.
if we look at products and brands independently, it is not difficult to find that in many cases, a brand name can bring more cultural value to consumers than a specific product. Cultural value (or a consumer's psychological utility) is not created by the product itself, but by the abstract brand, and the product is only a concrete carrier. This phenomenon is particularly obvious in clothing, daily necessities and other industries.
brand culture is a cultural phenomenon that embodies brand personalization. Such as Maybelline (brand of beauty care products)? Beauty comes from the heart? Cultural concept; Li Ning brand put forward? Keep the excitement for yourself? Personality proposition. Once a certain brand culture is established in consumers' minds, choosing this brand has become a way for consumers to understand and approach this culture. Shaping brand culture means treating a pure brand as a thoughtful one? Consumers? . This? Consumers? Is a typical representative of the brand target market, understand the mentality of the target market, or the idol in the pursuit of this target market.
second, the role of brand culture in the construction of brand power
1. Strengthening brand power through brand culture can not only better realize the business purpose of enterprise promotion, but also effectively carry the social function of enterprises.
the behavior of shaping brand culture is fundamentally dominated by commercial motives: to strengthen brand power through brand culture, so as to seek more commercial profits. The reason why it is emphasized to create a brand culture is because consumers are social people with complex personality characteristics, but due to the influence of the same economic and cultural background, their value orientation and lifestyle are consistent. This cultural consistency provides an objective basis for shaping brand culture.
after the target market is established on the basis of market segmentation, it is necessary to conduct in-depth research on the cultural mentality of consumers in the target market, and link it with the utility of goods, so as to create a typical cultural personality for the brand and achieve the purpose of promotion.
On the other hand, the concept of social marketing holds that enterprises need to consider the long-term overall interests of society while meeting the needs of consumers and making profits. This requires enterprises to promote excellent culture, advocate correct values and promote social progress while promoting the efficacy and quality of their products. American economist W.C. Flederick believes that enterprises, as the core organizations of the modern era, The social challenge it faces is to find a way to unify economy and morality? . By shaping excellent brand culture, it shows that enterprises adhere to positive cultural concepts, which is also a manifestation of promoting social interests.
2. Brand culture meets the cultural needs of target consumers other than material.
Mayo, a representative of behavioral science? Rotlisberg proposed? Social man? The concept holds that people not only pursue material things, but also have various social needs. The establishment of brand culture can make consumers enjoy the material benefits brought by goods, but also have a kind of cultural satisfaction. In this case, sometimes the standard of market segmentation is based on culture. ? In this world, I find my own taste, many tastes, but few tastes, my mocha coffee. ? This is a radio advertisement for mocha coffee, which has a clear target market based on cultural segmentation: a small number of people who are not fashionable and have their own tastes, and at the same time implies that their choice of mocha coffee is the embodiment of adhering to this lifestyle.
3. The shaping of brand culture is helpful to cultivate brand loyalty group and is an important brand barrier.
according to the loyalty patterns of consumers, a market can be divided into firm, unstable, shifting and changeable types. Among them, the firm brand loyalty group is the most valuable to the enterprise. The ideal is to cultivate a market where the firm loyalists of a brand account for a high proportion of buyers, but the facts cannot be so professional. Due to the fierce market competition, there are often a large number of consumers who change from the firm to the unstable and the transferer. Therefore, it is very important to maintain and expand the loyal group of the brand. It is undoubtedly the most critical that the brand can maintain strong commodity power. On the other hand, in the process of brand establishment and expansion, while appealing for commodity utility, we should always instill a positive life concept in the target consumers, so that consumers can achieve material and spiritual satisfaction by using the products of the brand.
Especially in today's fierce competition, the differences between similar products of different brands are narrowing. The effective way for consumers to identify a brand clearly psychologically among many brands is to make the brand have a unique culture. This can be called the cultural difference strategy of the brand. Benetton is a world-famous clothing brand. In order to let Benetton establish its own characteristics, the operator has shaped Benetton? Love nature, love others and care about society? Brand culture. Benetton's advertisements are all about environmental pollution, racial discrimination, war disasters, etc., far beyond the general advertising concept, and then become the characteristics of the times, with strong impact, making Benetton's brand image stand out from the crowd.
once this cultural difference is accepted by the target consumers, it is very beneficial to improve the brand power. Because of a cultural identity, consumers will not change it easily. At this time, brand culture has become an important means to fight against competitive brands and prevent new brands from entering. This kind of competition barrier exists for a long time and is not easy to be broken.
third, how to mold brand culture
1. mold an appropriate culture for the brand
there are generally two criteria for whether the culture molded for the brand is appropriate. First, this culture should be suitable for product characteristics. Products have their own characteristics, such as what kind of environment they are used in and what benefits they can bring to consumers. Baibeijia (toothpaste brand) promotion? The morning of the world begins with Baibeijia? ; Nestle always conveys a warmth and care to people. Brand culture should be matched with product characteristics in order to make consumers feel natural and acceptable. Sometimes, brand operators adopt brand extension strategy, that is, there are many varieties of products under a brand, so we must grasp the * * * nature of the products. For example, the brand Siemens involves many industries such as household appliances, electric power, medical equipment, communication, etc., but Siemens has always adhered to a reliable and rigorous brand culture, making the public think that Siemens represents Germany's meticulous national tradition. Second, this culture should conform to the characteristics of the target market consumer groups. Brand culture should be found from the target market consumer groups, and it should be obtained by fully investigating their mentality and behavior. Only in this way can this brand culture be easily recognized by consumers in the target market and enhance the brand power.
2. Brand culture and fashion culture
For some products, it is very suitable to introduce fashion content into brand culture, such as clothing and sports products. FASHION refers to the followers or pursuits of a considerable number of people in a period of time for various patterns such as specific tastes, languages, thoughts and behaviors. How to advocate a brand fashion, in short, is to analyze the current mentality of consumers, release consumers' emotions through commodities, and encourage the public to participate.
an important way to advocate brand fashion is to use the effect of celebrities and authorities. Because celebrities and authorities are the focus of public attention and imitation, it is conducive to rapidly improving public confidence in brands. For example, Lux soap has always adhered to the strategy of letting famous movie stars be its testimonials, and has successfully linked Lux's brand culture with fashion through continuous accumulation. Of course, when choosing celebrities to advertise, we need to be cautious and appropriate. Generally, we should consider the relationship between celebrities, authorities and brands.
In addition, efforts should be made to transition fashion into a part of people's stable lifestyle. Because fashion is a social and cultural phenomenon in a specific period. As time goes by, the content of fashion will change. Therefore, while using and creating fashion, we should also consider the decline of fashion. An effective measure is to consciously change the marketing strategy when fashion reaches its climax, and guide consumers to turn this fashion into a part of daily life. Take Nestle Coffee as an example, from its entry into the mainland, it set off the fashion of drinking coffee. Today, drinking coffee has become the living habit of many people.
3. Brand culture and national traditional culture
Brand culture is closely linked with national traditional culture. Integrating excellent national traditional culture into brand culture makes it easier for the public to have a buzz.
China's national traditional culture pays attention to family values; Pay attention to respecting teachers and elders, caring for young and filial parents; Emphasis on propriety, morality, hierarchy, moderation and benevolence; Pursuing perfection and professionalism; Advocating implication, moderation and order.
like one in Taiwan Province? North? Brand dumplings are written from the brand name, and their unique national traditional culture is integrated into the brand culture, which has touched the hearts of consumers. Its advertising copy is:? Apart from the Temple of Heaven and the Yuanmingyuan, the ancient capital Beijing is most praised and missed for its human touch and the hot dumplings with thin skin and juicy stuffing, which symbolize reunion. Today, in Taiwan Province, the treasure island, you miss Beijing and look forward to the old flavor. Only northern dumplings can make you have a full aftertaste. ? The culture of this brand naturally connects it with the complex of paying attention to the reunification of the motherland and the reunion of relatives in traditional culture.
inheriting the traditional national culture in brand culture needs to conform to the aesthetic taste of the nation, and also take into account the acceptance psychology of the nation. At the same time, we should focus on substance. If we pursue the form without connotation excessively, it will only be counterproductive. Generally speaking, a brand culture should be recognized or pursued by the vast majority of target consumers at present, and should be as close as possible to their lives, or even a part of their lives.
iv. brand culture and corporate culture
the concept of management can be said to emerge in an endless stream, and brand culture is a concept that has been talked about a lot in the industry recently. Brand culture and corporate culture? Culture? But it doesn't mean that they are both the same?
culture is the same belief, value and behavior formed by a society and a group, and it has three elements: spirit, carrier and group. There are three cultural circles in the world: Confucian cultural circle, Christian cultural circle and Islamic cultural circle. These three cultural circles have a long history, with a population of more than 1 billion, and their influence is very far-reaching. Christian culture emphasizes? Atonement? You have to work hard to alleviate your sins, so why are the laws in western countries (the United States, Germany, Israel) very standardized, with high professional ethics and professionalism?