The Construction of Brand Culture Based on Corporate Culture

Abstract

Brand culture is an extension and identification as well as an important part of corporate culture. As the base of brand culture, corporate culture exerts an influence on the establishment of brand culture. Its internal function helps to improve the participation degree of the main body of brand culture construction and its external function helps to improve the popularity of the carrier of brand culture construction. In addition, developing and expanding the core idea of corporate culture helps to improve the loyalty of the object of brand culture construction. Keywords: Brand, Brand culture, Corporate culture Corporate culture is a general term for management ideas and methods, group consciousness, values and behavior standards with enterprises' own characteristics formed in production and business operation and widely accepted and followed by staff. Brand culture is an extension and identification as well as an important part of corporate culture. Excellent corporate culture helps to construct distinctive brand culture. 1. The Connotation of Brand Culture Brand culture refers to the combination of some elements which help to identify and distinguish the products or services of a seller or sellers, including their names, nouns, logos, symbols and designs, cultural traits depositing in such a combination of elements and all cultural phenomena in the operation of these products or services as well as the totality of the interest cognition, emotional attributes, cultural traditions and individual images represented by these cultural traits and phenomena. Guided by market, brand culture aims at achieving the maximization of enterprises' market profits and consumers' value by establishing common values and behavior standards based on the amalgamation of the value of consumers and enterprises and the objectives of cultural amalgamation. Three issues call for attention in brand culture: first is brand popularity, that is, enterprises have brand culture orientation and convey relevant information to target consumers with certain transmission tools based on their analysis on consumers' demands, hence forming the social influences of brand culture; second is brand reputation, that is, consumers have brand culture associations based on their experiences and finally form comprehensive evaluation on brand culture and establish brand culture images. Third is brand loyalty, that is, enterprises try to maintain consumers' loyalty to their brands through constant brand relationship management.