Generation Of Brand Culture And Construction

Entering the information age, brand has become the powerful means of market competition. Brand is also a kind of cultural phenomenon with abundant cultural implications. The thesis aims to explore the historical and actual formation and its generic causes of brand culture, putting more emphasis on discussing the construction of brand culture. The thesis consists of four parts.1. Introduction.The introduction makes clear the writing purpose and p erspective of the thesis. Based on previous research results, this thesis aims to further the studies of brand culture from new perspective.2.The definition and the characteristics of brand culture.To begin with, this part discusses the definition of brand culture and compares definitions of brand culture given by domestic and foreign scholars. Although these explanations touched the essence of brand from different angles and aspects, they have not given brand a scientific and complete definition. Brand is a kind of cultural phenomenon with abundant culture implications. Excellent brands contain profound cultural connotation. The thesis gives a new definition of brand culture from the angle of culturology. Brand culture refers to the deposition of cultural characteristics and cultural p henomenon in b rand o peration; it includes brand style, brand subject and brand ideal.This part also analyzes the characteristics of brand culture from the perspective of customers and businesses: Brand culture is a powerful factor of social culture; It has distinct individual feature.3. The forming process and its generic causes of brand culture.Firstly, this part discusses the forming process of brand culture. From the original simple identifying sign to a type of cultural phenomenon, brand has experienced a long developing process in terms of its history. At the same time, brand has probably experienced three stages from product popularity to cultural popularity (brand culture) in regard to concrete products: product popularity stage; value popularity( good reputation degree) stage; culture popularity stage.In addition, this part analyses the generic causes of brand culture.Brand is a kind of complicated relational sign that includes the relationship of product, consumer and enterprise. The commercial integration and interaction of three factors lead to the formation of brand culture in a special period. These factors include: time factor, information dissymmetry factor, product homogeneity factor, emotion factor, merchandise esthetics.4.The construction of brand culture.The first factor is brand style. The superficial structure of brand culture is its image layer, which primarily includes styles of the synthesized application of sense of vision and hearing and others. The style's main factors include: Color, shape, font and voice. Combining regulations of various main factors of style include: unification and variety, consecution and reiteration, contrast and harmony. The integrating manifestations of various main factors of style are: simplification and rococo, futurism and conservatism, realism and abstraction, dynamic state and static state.The second one is brand subject. It is the superficial structure of brand culture and also the meaning level of brand, which includes: name, sign, ad discourses and songs, narration, concept.The third one is brand ideal. It is the deep structure of brand culture, which primarily includes: benefits cognition, essentially realized by brand's function, characteristics, credibility and service; emotional claim, which mainly includes emotion design, emotion packing, emotion promotion as well as emotion advertisement; character value, which can be realized by status and position, personality and affinity, visualization of dreams and shopping space; national cultural tradition, which can be completed by national cultural character.