The Traditional Reproduction And Brand Cultural-building

Nowadays, brands play more and more important role in the daily life, meanwhile, the implementation of brand strategy is gradually becoming popular. More and more enterprises realize that the secret is the culture concealed behind the brand that makes an enterprise benefits and booting. This investigation will take Daoguang 25 as an example, applied in the methods of field-work and documentary material in the view of the multi-disciplinary theory. The purpose of the research is to inspect the use of traditional culture resources in the brand-building process, and then inquire brand-myth construction in metropolis.What makes the foundation of a brand is its own culture value and the potential space in which the culture could be interpreted. The enterprise is the main body in brand-building, and the entrepreneur is the chief of the brand culture. Historical events and national culture are essential factor in building Daoguang 25 brand culture. However, history is not always reality more rather than a kind of"narrate -history", that is to say, it is just historical fragments that are derived, cut off, or optimized to build a brand. Likewise, the cultural demand of"the Manchus traditional way of brew alcohol"is also regarded as a kind of construction. During the process, the brand forms a narrative itself. Once the narrative is established, it has the ability to develop independently. In a competitive market environment, the enterprise can only develop the brand narrative scale and the narration of its own myth. With the development, the enterprise improved their products with tradition in order to have a lasting impact on consumers skillfully. This paper unfolds the process of operating traditional cultural resources in modern society from three angles, that of the alcohol workshop,"The soul of Liquor", and bidding the Intangible Cultural Heritage.In the process of brand culture-building, the interaction of different powers and their relations is important, as is the competition for interest. These aspects affect the nature and content of reproduction of tradition. In addition, the media enhances the reproduction of tradition and brand culture-building. As the receivers, consumer and the local people take part in the process as well, they tell and spread the brand-myth together.