Brand Building Basics 3- Brand Culture.docVIP

 PAGE \* MERGEFORMAT 10 Brand Building Basics 3: Brand Culture Three . Brand power is necessary to rely on the cultural connotation of the brand 3.1. Brand Culture presentation Social progress, improve the material standard of living today, popular culture, the demand for increasingly strong. Consumers, as a social man, abstract culture is profoundly affecting the specific buying behavior. For example, values and lifestyles that affect the consumers in choosing whether to use a high-end clothing or what brand of shampoo. In turn, through specific buying behavior, consumers are likely to be cultural satisfaction. Because in the commercial society, the pursuit of cultural an important way to satisfy the consumer. Through consumption, to try to find a sense of belonging to a particular group, to the pursuit of reputation, self-esteem, status, and even linked with the self-worth. If the products and brands independent of each other together, we can easily find in many cases, a brand name more than a specific product for the consumer and cultural value. Cultural values (or should we say a consumer psychological utility) is not the creation of the product itself, but the brand created by the abstract, but products are only a specific carrier [Note 93. This phenomenon clothing, daily necessities, etc. are obvious. Brand culture that reflects the brand personification of a cultural phenomenon. Such as Maybelline (beauty care product brands) for ‘America from the inside’ the culture concept; Li Ning brand made ‘to be left to their own brilliant’ idea of individuality. Once a brand culture built on the consumer mind, choose the brand has become the consumer to understand, close to the kinds of culture, the way a way. Shaping brand culture, is to simply think of a brand as there like the ‘consumers’. This ‘consumer’ is a typical representative of the target market the brand to understand the mentality of the target market, or the pursuit of this target market in the id