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1、THECONSTRUCTIONOFBRANDCULTUREBASEDONCORPORATECULTURE?Abstract?Brandcultureisanextensionandidentificationaswellasanimportantpartofcorporateculture.Asthebaseofbrandculture,corporatecultureexertsaninfluenceontheestablishmentofbrandculture.Itsinternalfunctionhelpstoimprovetheparticipationdegr
2、eeofthemainbodyofbrandcultureconstructionanditsexternalfunctionhelpstoimprovethepopularityofthecarrierofbrandcultureconstruction.Inaddition,developingandexpandingthecoreideaofcorporateculturehelpstoimprovetheloyaltyoftheobjectofbrandcultureconstruction.1.TheConnotationofBrandCultureBrandc
3、ulturereferstothecombinationofsomeelementswhichhelptoidentifyanddistinguishtheproductsorservicesofasellerorsellers,includingtheirnames,nouns,logos,symbolsanddesigns,culturaltraitsdepositinginsuchacombinationofelementsandallculturalphenomenaintheoperationoftheseproductsorservicesaswellasth
4、etotalityoftheinterestcognition,emotionalattributes,culturaltraditionsandindividualimagesrepresentedbytheseculturaltraitsandphenomena.Guidedbymarket,brandcultureaimsatachievingthemaximizationofenterprises’marketprofitsandconsumers’valuebyestablishingcommonvaluesandbehaviorstandardsbasedon
5、theamalgamationofthevalueofconsumersandenterprisesandtheobjectivesofculturalamalgamation.Threeissuescallforattentioninbrandculture:firstisbrandpopularity,thatis,enterpriseshavebrandcultureorientationandconveyrelevantinformationtotargetconsumerswithcertaintransmissiontoolsbasedontheiranaly
6、sisonconsumers’demands,henceformingthesocialinfluencesofbrandculture;secondisbrandreputation,thatis,consumershavebrandcultureassociationsbasedontheirexperiencesandfinallyformcomprehensiveevaluationonbrandcultureandestablishbrandcultureimages.Thirdisbrandloyalty,thatis,?enterprisestrytomai
7、ntainconsumers’loyaltytotheirbrandsthroughconstantbrandrelationshipmanagement.2.TheInternalRelationshipbetweenBrandCultureandCorporateCultureAsanimportantpartofcorporateculture,brandcultureisitsextensionandidentification.Meanwhile,asthebaseforbrandculture,corporatec
