Question 1: What is brand culture? It refers to establishing a distinct brand positioning by giving the brand a profound and rich cultural connotation, and making full use of various powerful and effective internal and external communication channels to form consumers' high spiritual recognition of the brand, create brand belief, and ultimately form a strong Brand loyalty.

Question 2: What is the concept of brand culture? Different companies have different cultures. I don’t know if you want to study theory or a specific company.

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Neither corporate culture nor brand culture can be separated from culture. Their form and content are closely related to culture. If you think about it carefully, the shaping of corporate culture can also be divided into three levels: core concept (spirit), Institutions and behaviors (carriers), cultural groups (different functional departments)? Does brand culture also include three aspects: brand spirit, brand communication (carrier), and target consumers (group)?

Corporate culture and brand culture are similar

The culture of a company is the embodiment of the company's values, beliefs and behavior. To use an image metaphor, if we regard the company as As a person, when you meet this person for the first time, his or her clothes will give you the first impression. This is the company's VI (visual identity), including the company's architecture, office environment, office equipment, LOGO and other surfaces. An intuitive tangible entity; through his words and deeds, you can also understand his style of doing things. This is a specific manifestation of corporate culture, but what exactly determines this person's words and deeds? It depends on his inner values ??and beliefs. Similarly, for an enterprise, it is culture that determines the system and behavior of the enterprise. The core of this culture is what we often call the corporate philosophy and corporate core values.

So what is brand culture? We say that a person's heart is revealed over time. After a long relationship with a person, you find that he may be an honest, lively, and cheerful person. You have an understanding of his personality. You feel that you like to associate with him, and you may become a confidant. . For an enterprise, the psychological feeling and psychological identity that the enterprise gives to consumers is brand culture or brand connotation. It connects the psychological needs of consumers and the balance of the enterprise? Look at the leveling ㄉ璧斖硡哓cone danger? Kang Ne sheath melon? When you go to Qiaojiao?span class=yqlink>McDonald’s, you will think of the affable Ronald McDonald, his dining environment with clear windows and clear tables, and the personalized slogan “I just like it”. These are all It is the concrete embodiment of McDonald's brand culture, a representative of American culture that is convenient, clean, comfortable and dynamic, and also the embodiment of its corporate culture. KFC is also fast food, but its brand connotation is slightly different. The positioning of "Come to KFC, life will taste good" and "Based in China, integrate into life", it can be seen that KFC places more emphasis on products and life. In addition, we found that HP's brand connotation of "HP Technology, Achieve the Future" is also a reflection of its corporate culture.

The connotations of corporate culture and brand culture must be consistent

For example, Coca-Cola Company’s dynamic *** and personalized brand culture, then Coca-Cola Company’s corporate culture must not be separated from** * , innovation, it is difficult to imagine that a group of conservative and steady people can lead the Coca-Cola Company. The Haier brand gives people the impression of high quality, sincerity and responsibility, and its corporate culture is also centered on sincerity and innovation. Lenovo's acquisition of IBM's notebook division can be said to be the perfect embodiment of its entrepreneurial spirit. At the same time, it is consistent with the cultural connotation of its brand "As long as you want it". The original brand slogan of Hongta Group was "There is a sky outside the sky, Hongta Group", but now it has been changed to "The mountains are high and people are the peaks", which is very consistent with the connotation of corporate culture and highlights the humanistic atmosphere.

Through this analysis, we found that corporate culture and brand culture cannot be separated from the company's products and operations, and must serve the development of the company. Therefore, their core meanings should be consistent or connected. . However, corporate culture and brand culture are obviously different in terms of concepts, functions, focus and construction methods.

The core meanings of corporate culture and brand culture are different

Corporate culture is the sum of values, beliefs and behaviors formed by an enterprise that is uniformly adhered to. The focus is on corporate values, corporate The shaping of ideas and behaviors is the guiding ideology for enterprise production and development. Brand culture focuses on the shaping and promotion of brand personality and spirit, so that the brand has cultural characteristics and humanistic connotations. The focus is to make these consumers identify with the spirit embodied in the brand through various strategies and activities, and then form a loyal brand consumer group.

What are the cultural characteristics of a brand? The cultural characteristics of the brand must not only have spiritual connotation, but also be integrated from various aspects such as marketing planning, promotional activities, advertising, customer relations, etc., so that consumers can experience... >>

< p> Question 3: What is the definition of cultural brand? Cultural brand, also known as Brand Culture, refers to establishing a distinct brand positioning by giving the brand a profound and rich cultural connotation, and making full use of various powerful and effective internal and external communication channels to form consumers' spiritual awareness of the brand. High degree of identification creates brand belief and ultimately forms strong brand loyalty.

1. Basic Overview

Brand power must rely on the cultural connotation of the brand. It is the cultural accumulation gradually formed in the operation of the brand. It represents the interest recognition and emotional belonging of the enterprise and consumers. It is the sum of the brand, traditional culture and corporate personality image. Different from the internal cohesion function of corporate culture, brand culture highlights the external publicity and integration advantages of the company, effectively conveys the corporate brand concept to consumers, and then captures the minds of consumers. Brand culture is the essence of a company condensed on the brand.

2. Brand Core

The core of brand culture is cultural connotation, specifically the profound value connotation and emotional connotation it contains, which is the value concept condensed by the brand. , life attitude, aesthetic taste, personality cultivation, fashion taste, emotional appeal and other spiritual symbols. The shaping of brand culture can bring consumers more high-level satisfaction, spiritual comfort and spiritual sustenance beyond the limitations of time and space by creating a perfect realm in which the material utility of the product and the brand spirit are highly unified, deep in the hearts of consumers. Form potential cultural identity and emotional attachment. In the minds 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; their purchase of a certain product by recognizing the brand is not a simple purchase, but It is the pursuit of psychological benefits and the release of personal emotions for the cultural value that the brand can bring. Therefore, they have developed a strong sense of trust and dependence on their favorite brands, integrating many beautiful associations and lasting memories. Their choice and loyalty to the brand are not based on direct product benefits, but on the profound cultural connotation of the brand. In terms of brand image and spiritual connotation, what maintains their long-term relationship with the brand is the unique brand image and emotional factors. It is difficult for such customers to "switch brands". There is no doubt that they are high-quality, high-profit, loyal customers of the company and an inexhaustible source of corporate wealth.

It can be seen that a brand is like a high-flying flag. Brand culture represents a kind of values, a taste, a style, a fashion and a way of life. Its unique charm lies in It not only provides customers with some kind of utility, but also helps customers find their spiritual belonging, release their dreams in life, and realize their pursuits. Excellent brand culture is a high degree of refinement of the national cultural spirit and the simultaneous sublimation of beautiful human values. It embodies the essence of the development of civilization of the times, permeates with affectionate praise of family, friendship, love and true feelings, and advocates health, progress and hard work. A promising life creed. Excellent brand culture can last forever, lead the consumption trend of the times, change the lifestyles of hundreds of millions of people, and even shape the values ????of several generations. Excellent brand culture can, with its unique personality and style, transcend nationalities, transcend national boundaries, and transcend consciousness, making the brand deeply rooted in the hearts of the people and attracting people all over the world to yearn for and consume together.

Excellent brand culture can give the brand strong vitality and extraordinary expansion capabilities, make full use of the brand's reputation and popularity for brand extension, and further enhance the brand's appeal and competitiveness. The most important thing is that excellent brand culture can also make consumers' consumption of its products become a kind of cultural consciousness and become an indispensable content in life. For example, when Americans go to a foreign country and see McDonald's, they can't help but want to drink. The main reason is not that McDonald's Big Mac is particularly suitable for their taste, but the outward expression of a potential cultural identity in their hearts. They believe that McDonald's is a symbol of American culture, which makes them feel more intimate when they see McDonald's, thus subconsciously creating a desire to consume. As Lawrence Vicente pointed out when elaborating on the successful experience of legendary brands, these brands "contain social, cultural values ??and existential values ??that form the basis of consumer bonding."

Question 4: Bandai’s brand culture Entrepreneurial philosophy: Bandai is not easily from China? The "Six Tao", a military book of the Zhou Dynasty, means eternal. "No matter what generation, we will develop satisfactory products for the world in order to achieve continuous development of the company." Vision: The world's No. 1 moving creation company. Our mission - to let consumers experience through the entertainment of products and services." move". In other words, the value of Bandai lies in the "touch" itself. Corporate slogan: Dream? To create a company that creates entertainment time and space. The mission of Bandai Group is to create happiness and move people's spiritual world.

Question 5: What is brand culture? How to interpret it? Osas warmly answers for you: Brand culture is the improvement of brand value. It gives the brand spirit. It raises consumers' single demand for products to the level of emotion, giving products life and vitality.

Question 6: What is the content of brand culture? The core of brand culture is cultural connotation, specifically the bold value connotation and emotional connotation it contains, which is the value concept condensed by the brand. , life attitude, aesthetic taste, personality cultivation, fashion taste, emotional appeal and other spiritual symbols. A brand is like a high-flying flag. Brand culture represents a value, a taste, a style, a fashion, and a lifestyle. Its unique charm lies in that it not only provides customers with some kind of utility. , and help customers find their spiritual belonging, release their dreams in life, and realize their pursuits.

The cultural accumulation gradually formed by the brand in the operation represents the interest recognition and emotional belonging of the enterprise and consumers. It is the sum of the brand, traditional culture and corporate personality image. Different from the internal cohesion function of corporate culture, brand culture highlights the external publicity and integration advantages of the company, effectively conveys the corporate brand concept to consumers, and then captures the minds of consumers. Brand culture is the essence of a company condensed on the brand.

Question 7: Overview of brand culture Having brand loyalty can win customer loyalty, win a stable market, greatly enhance the competitiveness of the enterprise, and provide a strong guarantee for the successful implementation of the brand strategy. Brand power depends on the cultural connotation of the brand. It is the cultural accumulation gradually formed in the operation of the brand. It represents the interest recognition and emotional belonging of the enterprise and consumers. It is the sum of the brand, traditional culture and corporate personality image. Different from the internal cohesion function of corporate culture, brand culture highlights the external publicity and integration advantages of the company, effectively conveys the corporate brand concept to consumers, and then captures the minds of consumers. Brand culture is the essence of a company condensed on the brand. The so-called brand culture refers to the cultural accumulation gradually formed by the brand in its operation. It represents the brand's own values ??and world view. To put it figuratively speaking, it is the mainstream view held by the brand after it is personified. To put it more bluntly, it is a culture that can reflect consumers' spiritual identification and resonance with it, make them believe in the brand for a long time, and form a culture that can form strong brand loyalty. To put it more simply, it is like a sculpture of a folk mythological figure. The physical product is compared to the sculpture itself, and the brand culture is compared to the much-talked-about characters in the mythical story.

Question 8: What is brand concept? Brand concept: 1. Product. A product refers to anything that can be provided to the market, used and consumed by people, and can meet certain needs of people, including tangible items, intangible services, organizations, concepts or their combinations. Products can generally be divided into three levels, namely core products, form products, and extended products.

The core product refers to the direct benefits and utility that the overall product provides to buyers; the formal product refers to the physical appearance of the product in the market, including the product's quality, features, shape, trademark and packaging; the extended product refers to the overall product A series of additional benefits provided to customers, including delivery, installation, maintenance, warranty and other benefits given to consumers in the consumer field.

2. Trademark. Trademark is a legal term that is used by producers and operators on the goods or services they produce, manufacture, process, select or distribute. In order to distinguish the source of goods or services and have distinctive features, it is generally composed of words, graphics or other signs. Combination composition. Trademarks approved and registered by the state are "registered trademarks" and are protected by law. The trademark registrant enjoys the exclusive right to use the trademark.

3. Famous Brand. The most popular understanding of famous brands is well-known brands. The emergence of the word "famous brand" precedes the concept of brand. It is a product of my country's specific environment.

4. Brand Equity. Brand equity is a series of assets and liabilities associated with a brand, brand name and logo that can increase or decrease the value of the products or services sold by the company. It mainly includes 5 aspects, namely, brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relationships, etc.). These assets are provided to consumers and businesses in a variety of ways. Provide value.

5. Brand Identity. Brand identity is an association that brand marketers hope to create and maintain that can arouse people's good impression of the brand. These associations imply some kind of commitment from the company to consumers. Brand identity will guide the entire process of brand creation and communication, so it must have a certain depth and breadth.

6. Brand symbol (BrandSymbol). Brand symbols are the basic means to distinguish products or services, including names, logos, basic colors, slogans, symbols, spokespersons, packaging, etc. These identifying elements form an organic structure that exerts influence on consumers. It is the basis for forming the brand concept. A successful brand symbol is an important asset of the company and plays a role in the interaction between the brand and consumers.

7. Brand Personality. Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality qualities displayed by the brand. It is an important part of brand identity and can humanize an inanimate product or service. Brand personality can bring about strong and unique brand associations and enrich the connotation of the brand.

8. Brand Positioning (BrandPositioning). Brand positioning is the process of establishing a unique brand image that is consistent with the original product on the premise of comprehensively analyzing the target market and competition, and designing and disseminating the overall image of the brand, so as to occupy a unique value position in the hearts of target consumers. or action. The focus is on the psychological feelings of the target consumers, and the approach is to design the overall image of the brand. The essence is to design product attributes and spread the brand value based on the characteristics of the target consumers, thereby forming a unique position of the brand in the hearts of the target consumers.

9. Brand image (BrandImage). Brand image refers to the total impression of the brand formed in the brain by consumers based on the brand information they have access to through their own selection and processing. Brand image and brand identity are both different and related. The difference between the two is that brand identity is how brand strategists want people to view the brand, while brand image is how people in reality view the brand; the connection between the two is that brand identity is the source and basis for the formation of brand image, while brand image is the source and basis for the formation of brand image. Partly a result of executing brand identity.

10. Brand Culture (BrandCulture). Brand culture refers to the cultural accumulation gradually formed in the operation of a brand. It represents the interest recognition and emotional belonging of enterprises and consumers. It is the sum of brand, traditional culture and corporate personality image.

Different from the internal cohesion of corporate culture, brand culture highlights the company's external publicity and integration advantages, effectively conveys the corporate brand concept to consumers, and then captures consumer...>>

Question 9: The marketing function of brand culture. Brand culture is the core content of cultural marketing and a logical necessity for the development of marketing theory. Brand culture refers to the accumulation of cultural characteristics in the brand and all cultural phenomena in brand management activities, as well as the sum of the value concepts such as benefit recognition, emotional belonging, and personality image it represents. It can enhance brand premium capabilities, market competitiveness and brand loyalty. Implementing brand culture marketing requires designing the brand's name and logo, emphasizing the national connotation of the brand culture, uniquely positioning the brand culturally, and shaping a personalized brand culture. The main functions of brand culture marketing are: 1. Enhance the brand's premium ability. If a brand product has a high expected value among customers and enables customers to purchase it at a higher price, it can be considered that the brand has a strong product premium ability. When consumers choose brand products, they will form different psychological expected values ??for different brand products. Consumers will buy a product only when the expected psychological value (benefit) is greater than the price (cost) paid to purchase the product. Brand value is equal to expected value minus cost. The expected value includes functional value, added value, and cultural value; the cost includes monetary cost, energy cost, physical cost, and time cost. It can be expressed by the formula: Brand value = expected value - cost expected value = functional value × x% + added value × y% + cultural value × z% cost = monetary cost + energy cost + physical cost + time cost x: Functional value is Proportion of expected value y: Proportion of added value in expected value z: Proportion of cultural value in expected value Among them: x+y+z=100% In this equation, assuming that the cost remains unchanged, the brand value Depends on the values ??of X, Y, z. In the new era with "emotional consumption" as its basic feature, consumers do not particularly value the functional value of brands. What they focus on is the satisfaction of spiritual needs. When consuming, we pursue individuality, taste and cultural taste, and the value of z becomes larger and larger. Although there is no precise definition of the value of z, an in-depth analysis of the premium capacity of my country's mobile phone brands shows that: approximately x=30%, y=10%, z=60%. In industries such as clothing and beverages, the value of z will be bigger. Assuming that the expected value remains unchanged, the smaller the cost, the greater the value of the product. In the case of information asymmetry, consumers have to pay monetary cost, physical cost, energy cost and time cost to purchase a commodity. Brand is a carrier for transmitting information, including transmitting basic information of manufacturers, product quality information, product value information, and personalized information such as culture, emotion, and status. Brand, as a promise of quality, can reduce the cost paid by consumers during the shopping process. When the brand saves consumers' energy cost, physical cost, and time cost greater than the increase in monetary cost (price), it is still a cost reduction for consumers. In the era of brand consumption, brand culture means an increase in expected value, a reduction in shopping costs, and thus an increase in brand value. An increase in brand value will make the price elasticity of demand for products smaller, making consumers less sensitive to price changes and increasing product quality. The price provides space. Consumers are willing to pay higher prices for a brand with rich cultural connotations. One study found that 72% of customers said they would pay a 20% premium for their chosen brand over a competing next-best brand; 50% said they would pay 25%; 40% would pay Up to 30%. Coca-Cola fans are willing to pay 50% more than competing brands; Tide and Heinz users will pay 100% more; and Volvo users will pay 40% more. Therefore, while brand culture increases the brand's premium capability, it also avoids price wars and improves the competition level of the entire industry. 2． Enhance brand competitiveness. Brand competitiveness does not equal product competitiveness. Lower price and higher quality do not equal strong brand competitiveness. In the mid-1990s, there was a declaration to "challenge" foreign products in the Chinese market: "If the price is equal to the same quality, the price will be the lowest; if the quality is the same price, the quality will be the highest." Since foreign manufacturers are implementing a brand strategy in China, and We are not on the same level of competition, so others did not come to challenge. The "challenger" showed a "Don Quixote" style of comedy like fighting a windmill.

Price wars can expand brand awareness, but they lack reputation. So far, few companies have improved their brand image and reputation through price wars. High-quality products do not necessarily enhance brand competitiveness. Because product quality is divided into technical quality and cognitive quality. The so-called technical quality refers to what should be followed in the product design process... >>

Question 10: The connection and difference between product culture and brand culture. The above all show that corporate culture is rooted in the internal culture of the company. operating mechanisms, not external ones. And what is brand culture about? In our opinion, brand culture mainly talks about consumer culture, which is consumers’ perception of a company or product and service. The main reason why Garder and Levy proposed to separate products from brands in 1995 is that products are still internally produced substances and have not yet been exchanged or turned into commodities. From commodities to brands, they must also satisfy consumers' needs. Emotional needs, cultural value needs. Brand culture gives brands spiritual and cultural connotations, and the spiritual value of a brand is an important source of psychological satisfaction for consumers. The transformation of consumer value concepts from "object value" to the spiritual and cultural value of objects has triggered a series of major changes in commodity structure, consumption concepts, and market development trends. As the most successful brand in the world, Coca-Cola has incorporated the culture that represents the American spirit into the brand, so that it can be regarded as the three major American cultures along with freedom and democracy. The president of Disney Asia Pacific said: "The products we sell are not cheap. , but very popular because these products incorporate the characteristics of Mickey Mouse and Donald Duck: gentleness, honesty and family-likeness.” The Siemens brand involves many industries, but it always adheres to a reliable and rigorous brand culture. , making the public think that it represents Germany's meticulous national tradition; the "Hongdou" brand relied on the poetry of the Tang Dynasty poet Wang Wei that "this thing is the most lovesick", making the little-known small garment factory achieve great success. Brand culture builds a value system that is consistent with consumers and meets consumers' inner needs at a deep psychological level, thereby attracting and retaining consumers. Regarding the relationship between brand and culture, Davidson proposed the "iceberg of brand" theory, believing that the brand's logo, symbols, etc. are the 15% of the brand that floats on the water, while the 85% of the iceberg hidden under the water is the brand's values, Wisdom and culture, the impact of the iceberg comes from the huge underwater part. Kundc established a brand belief model based on the two dimensions of value and participation. He divided brand development into five levels: product, conceptual brand, company philosophy, brand (scene) culture and brand spirit. The brand rises to the highest level in this order. The brand at this time is the convergence of brand culture and brand spirit. The differences between the five different types of brands in the model are as follows. (1) Products: general products without any "added value" and only have some general requirements. (2) Conceptual brand: A brand that operates on the basis of emotional value rather than product assets. (3) Company philosophy: a brand that is integrated with a company whose overall operation is completely consistent. (4) Brand culture: A brand that occupies a high status in the minds of consumers, so that consumers equate it with the function it represents. (5) Brand spirit: This is the highest state of the brand - for consumers, this brand is a necessary choice and a belief. Therefore, from such a segmentation, we see the distinctive characteristics of brand culture externality. If the definition is clear, it should be that brand culture is the sum of a series of brand concept culture, behavioral culture and material culture built by an enterprise and recognized by target consumers. Brand culture is the result of the integration of brand and consumer values. Unlike corporate culture, which is mainly defined by objects within the enterprise, brand culture must take into account both internal and external objects of the enterprise. But the core lies in the external target consumer group as the basic object. The formation of brand culture requires a series of brand concepts, including brand original scenery, brand mission and brand values. Brand behavior includes corporate or product brand behavior and consumer brand behavior. Therefore, we say that confusing corporate culture and brand culture is a major problem, and it is also caused by the failure to coordinate the balanced relationship between the two parties. By definition, brand culture refers to the sum of a series of brand concept culture, behavioral culture and material culture built by an enterprise and recognized by target consumers.

Corporate culture refers to a series of corporate concepts and behaviors recognized by most employees at this stage, including mission, vision, values, systems and other components. The difference in communication objects between brand culture and corporate culture is the most important difference between the two and the most fundamental source of other differences. Brand culture is mainly spread outside the enterprise, and the most important targets are consumers and other stakeholders. Although experts, scholars or business people have vastly different understandings of brands, one thing is the same: consumers really own the brand, and companies are just brand managers. Visible...>>