The Cultural Identity Of Memory And Imagination Build Brand Content

This treatise takes an advantage of cultural identity as a case to research the core brand concepts, explaining the human beings life in a local living perimeter on how to pass through the imgination and memory. Therefore to construct the cultural identity and how to use it in the elements of commerce. At last to get the goal of sales and delivery of an idea.This treatise adopts the theory of Stuart Hall's cultural identity. Using the the literature review to explicate the process of imagination and memorial cultural identity, at the same time. We put the memory and imagination into the theory of Benedict Anderson' s "Imagined Communities" and Maurice Halbwachs' s " Collective Memory", emphasizing the process of construct of cultural identity, imagined communities and collective memory to get the recognition of communal culture.We choose the company of " Green in Hand" of Taiwan as a special case being research in this treatise. The company' s principal product is rice. They take the traditional agricultural goods and package them as an advanced boutique to sell them in the market. With this the specialty commodities of " Green in Hand" includes the brand image, packing design and copywriting.We looked for the elements of cultural status and analyzed the selling skill of "Green in hand" knowing how to use the collective memory and imagined communities construction to get the commercial activities knowledge. We hope the selling idea of" Green in Hand" through this treatise should get us to that end.