Choshun: Brand and culture--a natural love affair

Choshun: Brand and culture--a natural love affair

Brand is a sharp weapon of market competition, it can satisfy the demand of both physical and cultural factors of consumers, so the brand is a cultural phenomenon, a cultural space, the brand itself is a concept with cultural attributes. All the brands are culture-free, there is no culture-free brand, but the excellent brand contains a more profound cultural heritage. No wonder some people say that if you want to learn about American culture, just drink a bottle of Coca-Cola, eat a McDonald's hamburger, smoke a Marlboro cigarette, wear a Levi's jeans. It can be seen that Coca-Cola, McDonald's, Marlboro, Levi, as a brand, has become a part of American culture.
There has always been a natural relationship between brand and culture. On the one hand, the brand is the product of the combination of material and spirit, entity and symbol, quality and commitment, that is, the brand is the result of cultural integration, the embodiment of cultural charm, on the other hand, culture is the connotation and life of the brand, the promotion of the brand can not be separated from culture, culture must permeate and play an incomparable role In the brand creation process, the culture plays the role of Catalyst, make the brand more connotation and charm, more competitive; in the process of brand communication, culture plays the role of the carrier, so that consumers remember the brand, so as to improve brand awareness and reputation, improve brand market share. Has a good cultural heritage of the brand, with a unique charm, can give consumers to bring spiritual satisfaction and enjoyment. From tea culture, wine culture, food culture, car culture, living culture, entertainment culture ... Brand culture has become a ubiquitous phenomenon in our lives, closely related to our lives, is an integral part of our lives.
Brand is a culture, but it is not a purely cultural concept, but a very rich economic connotation of the cultural concept. Can allow consumers to identify the brand to bring high value-added enterprises, become the most potential profit growth. From the consumption level, commodity is an example of material culture and a material basis for the existence and development of consumer culture. People with different cultural and psychological qualities will respond and evaluate them from the aspects of value function, benefit cognition and aesthetic appeal, and give the material consumption the meaning and characteristics of culture. Consumers in the process of receiving products and services, but also experience the brand for its sense of honor, accomplishment, satisfaction and pleasure, which makes people's pursuit of the brand rise to the realm of spirit, the level of culture. Some foreign well-known brands and domestic brands in the quality and performance of the basic equivalent, but the price of foreign brands are much higher, and buyers are also flocking. The reason is that their brand has a rich cultural content, so it has a strong appeal and competitiveness. Consumers buy their products while also buying confidence, glory and psychological satisfaction. When someone asks why Coca-Cola sells more than crude, Americans ask, why not? It is a kind of spiritual energy, Coca-Cola forever for the American nation's endeavor refueling. A senior American newspaper editor said: "Coca-Cola represents the essence of the United States, drinking a bottle of Coca-Cola is tantamount to the American culture into the body, Coke bottles in the American Dream." Nike has found its intrinsic value from basketball: Conquest and Transcendence, a spirit from victory to victory.
The practice of marketing and brand competition has also proved that the brand's visibility does not represent the value of the brand, only the connotation of culture is the core resource of brand value. Cultural connotation is the motive source to enhance the value-added and competitiveness of the brand. The foolish businessman sells the product, the clever businessman sells the brand, the brand's behind is the culture-the product is temporary, the culture is eternal, only the culture is the classic-now, almost all enterprises have realized the culture to the brand construction important function.
"If the economic development gives us any revelation, it is that culture is an important factor," David Landes, an American historian, wrote in the book "Poverty and wealth of the country". "Cultural management in the Western developed countries have developed more mature, with the rapid development of social economy and science and technology, the trend of cultural and economic integration is becoming more and more obvious." People's demand for cultural consumption is growing rapidly. This new change in consumer demand has become a new impetus for cultural development: On the one hand, the demand for more cultural products to meet the growing spiritual needs of the people, on the other hand, is also required to improve the cultural content of the material products. China has a long history, profound culture, product culture has thousands of years of history. How to make use of Chinese traditional culture, give the brand with profound and novel implication, so as to improve the value-added of the brand, enhance the national characteristics and competitiveness of the brand, has become a strategic issue of brand management under the condition of modern market economy.

Choshun: Brand and culture--a natural love affair