Choshun: Brand material Culture--the foundation and outward of brand spirit culture

Choshun: Brand material Culture--the foundation and outward of brand spirit culture

brand material culture is composed of two parts: enterprise material condition and utensils culture. The material condition of the enterprise is the foundation of the brand Spirit culture, and the utensil culture is the outward of the brand spirit culture--reflected through the material form.
1, enterprise material condition is the foundation of brand Spirit culture
The Enterprise Management philosophy, management idea, management goal, morals norm, custom and so on constituting the brand spirit culture are not illusory mirage, but the ideology based on certain material Foundation, it must express through certain material carrier. Therefore, there exists a opposites dialectical relationship between the material condition and the brand spirit culture of the enterprise.
(1) The material condition of the enterprise exists before the brand spirit culture. According to the basic principles of dialectical materialism, we can know that the first material and then the consciousness, the matter is the first sex, the consciousness is the second sex. Enterprises, as well, must first have the plant, equipment, capital, technology, raw materials and other material conditions, and then can rely on effective organizational management and staff production and management and create spiritual wealth. No material conditions, there is no production and operation of the premises, no creation and sublimation of the premise, it is impossible to produce what values and spiritual style.
(2) The material condition of the enterprise plays a decisive role in the brand spirit culture. The existence and organization of various material conditions and elements of enterprises contain certain laws of nature, and the production and operation activities under the guidance of the Natural Law of enterprise organization and the General Staff include certain economic laws and social laws. In line with these basic laws, enterprises can survive and develop, brand can create and maintain. The understanding of these laws is the sprout of brand spirit culture. All employees in the long-term production activities in practice, to summarize these laws and sublimation, the formation of their own spiritual culture. Therefore, have the material condition only has the spiritual culture, has what kind of material condition, will have the corresponding spiritual culture with it. For example, only the facilities are complete, technologically advanced, the strength of the enterprise can be put forward to serve the global market business philosophy, and a lack of material, poor conditions of enterprises must adhere to hard work, thrift of corporate faith.
2, utensils culture is the outward of brand spirit culture
The brand spirit culture through the material form outward refraction, is the brand spirit culture outward process. The result of brand spirit and culture is the most important part of brand material culture-utensil culture. Utensils culture is the "bare" part of brand culture, it is the part that is most easily perceived by consumers, it can be embodied in every material level of enterprise.
brand name, logo, logo, logo color, logo packaging, promotional packaging, propaganda slogans, display and display enterprises such as visual identity (VI), is the static performance of the brand image, is a visual reflection of the business philosophy, entrepreneurs and employees on the business goals and business strategy thinking results. Enterprise's plant planning, architectural layout, plant style, landscaping and so on, it reflects the spirit of enterprise, management style, aesthetic awareness and content. Product and service is the centralized reflection of brand management concept, and it is the inevitable result of the brand management practice under the guidance of this concept. Public relations, advertising, marketing, etc. are the important bridge of communication consumers, is the specific means of spreading the concept of brand management, and the idea and creativity is also an inseparable part of the brand spirit culture.
Certain equipment must be associated with a certain technological process, it condenses a wealth of knowledge and experience, but also condensed the philosophy of enterprise management and value concept. Therefore, the structure, characteristics and level of technological equipment of enterprises must reflect the cultural and individual color.

Choshun: Brand material Culture--the foundation and outward of brand spirit culture