The Heterogeneous Conflict Between The Modern Brand Building And The Local Culture

Brand is a product of society which is brought up by modernized industry civilization. The culture corresponded with it is the culture of commodity economy in the circumstances of unrestricted competition. The local culture in China stemmed from natural economy of agriculture, which conflicted with modernized industry civilization. So, the heterogeneous conflict between our local culture and the modern brand building results from the conflict between our local culture and modernized industry civilization. In another word, the former is the latter's expression in brand building area.The facts of the conflict mentioned above are that the conflict between universalism and particularism which restrains the expression of brand value, that the conflict between precise logical thought and vague instinctive thought which deviates the scientific method in brand building and that the conflict between vague character which cripples the personality of brand image. Furthermore, fickle social psychology does harm to the accumulation of local brand capital.So, we must arouse the full awareness of the culture environment to prevent the negative effect of this conflict.