Choshun: The value of Brand culture

Choshun: The value of Brand culture

brand is the carrier of culture, is the passport of enterprises to enter the market, culture is the soul of the brand and an important symbol. Therefore, the brand can not be without culture. No cultural connotation of the brand, just a dry trademark, an empty brand, there is no vitality and competitiveness, it is impossible to survive in the market competition. A successful brand should be the perfect combination of quality and culture.
brand building process, in fact, is a process of cultural infiltration, the enterprise's business philosophy is bound to fill the course and play an irreplaceable role. One of the most important reasons why enterprises can create strong brands is that they strive to integrate cultural factors into the whole process of branding. is the Design Master, business operators and all staff will be vivid and timeless cultural connotation injected into the product, only to the brand to meaningful, stable personality factors, so that these brands to create a fascinating halo, boarded the Hall of Honor. The brand has become a crystallization of material and spirit, quality and culture highly integrated. Looking at all the world famous brands, it can be found that they attach great importance to the cultural content of the brand without exception. Shaping the brand is also in shaping the culture, operating the brand is also in the business culture, from the enterprise's decision-making management, brand planning, product design to production, sales, service and even public relations advertising and other links, are increasing cultural input.
any strong brand must have a clear and rich brand identity-brand personality. Brand Personality is the unique identity of the brand, it is the value of its distinctive location, but also the inevitable demand for brand competitiveness. Have a personality brand will be competitive, the more distinctive personality, the stronger the competitiveness, in the hearts of consumers to leave the impression of the more profound. Jack Welch, President of the US general company, said no differentiation was the biggest risk to the brand. and the best investment in brand personality is to try to shape the brand culture. Products and technology can be the same, culture is thousands of state, the change is endless. A unique style of culture into the brand, brand personality will be vivid and bright. In short, the essence of brand differences is cultural differences.
brand Culture transforms intangible cultural values into tangible brand values, transforms cultural wealth into differentiated competitive advantages, and makes products maintain a strong vitality in the fierce market competition. The United States RAND Corporation has spent 20 years tracking 500 of the world's largest companies, found that a century-old enterprises have a common feature is that they always adhere to 4 values: One is the value of people than the value of the object, the second is the common value of higher than the value of individuals, third, social value is higher than the value of profit, Four is the user value is higher than the production value. These values accompany the development of the enterprise and the success of the business activities of the test, the accumulation of accumulated for the brand culture. It is the excellent brand culture, not the capital and technology, which has created the famous brands of Siemens, Hewlett-Packard, Sony, Nestle and IBM among the top 500 enterprises in the world. It is the brand culture into the long-term development strategy of the enterprise management policy, infiltration in the enterprise management of every link, and ultimately through the products and services in the market to form and enhance the unique image of these well-known brands, so that these brands become an enduring "evergreen tree." Once the brand culture resonates with the culture and value of the consumer's inner identity, the energy it releases is very substantial, and it eventually translates into a huge value added to the brand and the rolling profits it brings to the enterprise.
"Behind the brand is the culture. "Once the brand has a cultural connotation, it can conquer consumers, conquer the world and become an image ambassador for global promotion." Women's thick-soled shoes have been widely popular in China in the early years, and girls are very fashionable. It was introduced into China from the developed countries. In fact, this kind of shoes is cumbersome and not easy to walk, from a health point of view, wearing this kind of shoes is not easy to grow foot muscles. But it has won the favor of countless green girls, the market is very large sales. What's the reason? The original manufacturers gave this kind of shoes "cool" cultural characteristics, the fact that this kind of shoes is cool, can fully embody the personality and temperament of modern girls, add their fashion charm and grace. This kind of shoes is naturally popular.
In addition, the brand culture contains the business philosophy of the Enterprise, is the sum of corporate values and behavior norms, is in the brand management of long-term practice of precipitation and accumulation, so it has a stable and lasting characteristics. Once the brand culture is formed, as an "invisible hand", it will exert certain guidance and restraint on the behavior of employees, and will exert a subtle influence on the production and operation activities of the enterprise. As the supporting system of enterprise management strategy, brand culture must be a long-term existence related to enterprise's long-term plan.

Choshun: The value of Brand culture