The Brand’s Culturnation Construction And Communication

In a consumer society that consumer branding has become the inevitable choice of the development regularity of consumption, the branding of agricultural products is not only a powerful tool to capture the consumer market with increasingly fierce competition, but also a key to solving Three rural issues in China. Today, in a world with a fusion of culture, economy, politics and society, the position and impact of culture has become more and more prominent in the competition of comprehensive national strength. And it is the internal culture that decides whether a brand has strong vitality. The write wants to give an answer of "what is brand?" and "how to make a stronger brand?"Although "Liangzi", a famous brand in Hubei province, has an obvious and rapid development, it has a long-standing embarrassment that it cannot go beyond Yangcheng Lake, another famous brand in Jiangsu province. The author of this thesis thinks that the embarrassment is relevant to the deficiency of cultural awareness and cultural responsibility for the brand-owners of "Liangzi". In accordance with ’cognition-reflection-reconstruction-communication’ as the method to understand and transform the culture, this thesis is divided into four chapters to deeply analyze the cultural deficiency phenomena of Liangzi and puts forward some suggestion about the construction and communication of Liangzi.The first chapter has three parts that contain an understanding about Liangzi on an essential level. The first part introduces and illustrates Liangzi Lake and its crabs as the brand’s material carrier relatively. The second part is to introduce the organizational forms of Liangzi, that is, the relevant information about Jiangxia District Fisheries Corp in Wuhan and The Crabs Industry Association in Hubei province. The third part is a general presentation of the development of Liangzi.The second chapter reconstructs the cultural significance of Liangzi from four emotional levels, that is, the taste of natural scenery, the appreciation of traditional culture, the reading of historical figures and the sustenance of region characteristics. This kind of reconstruction aims to constitute a national brand which can satisfy the needs of different levels and contains complete cultural significance.The third chapter is made up of three parts to present the cultural tracing and viewpoints about the immaturity of Liangzi brand-owners. Through interpreting the immaturity of Liangzi brand-owners, the author thinks that the thought of brand-owners is old and thebehavior is inattentive. Then, the author puts forward the proposition about the key words in Great Wuhan culture, the author thinks that Wuhan people are seemingly shrewd but content with what they have achieved. Although they desire to excel over others and are all-inclusive, they don’t like to operate jointly. Finally, the thesis analyzes puts forward the proposition about brand-owners’deficiency of cultural awareness, and reckons their brand concepts and behaviors should be updated and enhanced.Regarding the proposal about the enhancement of brand behaviors, the last chapter proposes some suggestions about the brand promotion of Liangzi. The thesis holds the points that a symbol equation of cultural identity can be provided by unifying the trademarks and developing the packing culture, and a significance space with a shared cultural cognition can be established through the Crab Culture Festival. Moreover, in order to adapt to the development of information age, the cultural responsibility can be ensured by means of QR codes and crab cards.In conclusion, the construction of brands requires the confirmation the cultural orientation of the brand and effective measures to implement the cultural responsibility. That is the core of construction of brands and essential requirements of cultural consciousness.With the deepening of the reform and opening-up policy, China is having closer economic cooperation and closer cultural communication with other countries, which implies a stronger convergence trend of culture and economy. That makes culture become a more prominent position in the synthetic power competition and a broader and deeper impact on economic and social development than ever before. The construction of profound brand culture satisfies the development of contemporary society. And the localization of brands will inevitably link the construction of brand culture with the places where the brands are. So, facing the complicated and changeable developments of economic society, the brand-owners should keep clear awareness, scientifically orient and actively promote the brand culture. Only in this way can they spread a universal recognition about the brand for consumers and develop an orderly and good behavior of brand consumption. And that is the important significance that brand culture endows the brands with.