Research On Brand Culture

In a situation of economics globalization, competitions between countries are more and more vehemence. As a main body of economics competition between countries, enterprises play an important role. While consumers'demand goes to a higher level, and enterprises don't have many means to compete with others, brand strategy is more and more welcomed in enterprises. As one of brand essential connotations, deeply research on brand culture will help enterprises win the games in their business competition.The paper first reviews a lot overseas and domestic literatures. There are also some comment on it. Then a brand culture hierarchy and elements model is made. This model include three elements—brand concept culture, brand behavior culture and brand material culture, parallelling its hierarchy from inside to outside. The three elements are described and explained. As the core element of brand culture, brand values are emphasized and studied. The significance of brand values is first explored. Then brand values is divided into two parts according to its functions and Rokeach'values research. There are brand-managing values and brand-consuming values. Two kinds of values play an important role in brand equity and brand added value improving. At last, two factors that affect brand culture's values proposition are given. One is macro-factor, national brand characteristic, which whether companies should propose the same values as national brand characteristic is studied. Another is micro-factor, consumers' need hierarchy, which will affect values proposition hierarchy. There are two paralleling simple models were constructed.There are there innovation points in this paper. The first one is that a brand culture structure model is made basic on formal research. The second one is that two factors that affect brand culture's values proposition are given in details. And the third one is that brand values is divided into two parts according to its functions and Rokeach'values research.