The Li Xinpin's Copy Works's Construction Of Brand Culture Research

Today, we live in a world of brand. It symbolizes the unique brand culture values, aesthetic taste, behavior-oriented culture, and to meet the psychological needs of consumers, the value of human identity and social recognition needs of consumers in the emotional touch. The reason why there is such a brand of irresistible charm and influence, it's a good brand image and the perfect brand culture are inseparable. From the "Elite Bookstore" in the process of building brand culture, we deeply understand: the spirit of the brand is the core of the brand to establish an important part of culture, a spirit of enterprise and brand is the core of the soul of the brand and enhance its brand culture key. Only a business and brand has its own brand of sophisticated culture, will become a peer leader.As the most effective corporate image, promote business products and services in the form of mass communication-advertising, in the process play a crucial role in shaping and promoting brand culture is an important element of advertising communication. The ad is "the copy begin, the copy final," branding advertising copy is the key to the core of cultural spirit.This paper collects the advertising copies which written for Taiwan Elite Bookstore, especially which mentioned in the book named Elite side effects. Because Taiwan Elite Bookstore has growing step by step in these fifteen years though Li Xinpin's copy works, and it eventually formed its unique brand culture, access the reputation of Taiwan's cultural landmarks. Li Xinpin's copy works not only has a lot of significance value as a advertisement style,but also has more research value of communication. And this paper will sort out some theories about communication. Then,it will focus the analysis on how the Li Xinpin copy works's construction of Taiwan Elite Bookstore brand culture. Then, it will also to analysis her unique perspective of creative advertising using the theory of USP/ROI and some points of positioning theory "consistent" elements of context, and explained her specific Creative patterns and techniques to formed Elite bookstore to become Taiwan Taipei's Cultural landmark, and try to provide a new way of thinking for company to constructions its brand culture through copy works.