Shaping brand culture

Create the right culture for the brand.

There are usually two criteria for the appropriateness of the culture created for the brand. First, this culture should be suitable for product characteristics. Products have their own characteristics, such as what kind of environment they are used in and what benefits they can bring to consumers. One hundred times better (toothpaste brand) promotes "the morning of the world starts with one hundred times better"; Nestle always conveys a kind of warmth and care to people. Brand culture should be matched with product characteristics in order to make consumers feel natural and easy to accept. Sometimes, brand operators will adopt brand extension strategy, that is, there are many varieties of products under a brand, so we must grasp the * * * nature of the products.

Brand culture and fashion culture

For some products, it is very suitable to introduce fashionable content into brand culture, such as clothing and sports products. Fashion refers to the following or pursuit of a considerable number of people for certain tastes, languages, thoughts, behaviors and other patterns in a period of time. How to advocate a brand fashion, in short, is to analyze the current mentality of consumers, release consumers' emotions through commodities, and encourage the public to participate. An important way to advocate brand fashion is to use the effect of celebrities and authority. Because celebrities and authorities are the focus of public attention and imitation, it is conducive to rapidly enhancing public confidence in the brand. For example, Lux soap has always adhered to the strategy of letting famous movie stars be its witnesses, and through continuous accumulation, it has successfully linked Lux brand culture with fashion. Of course, when choosing celebrities to advertise, we need to be cautious and appropriate. Generally, we should consider the relationship among celebrities, authorities and brands.

In addition, efforts should be made to turn fashion into a part of people's stable lifestyle. Because fashion is a social and cultural phenomenon in a specific period. As time goes on, the content of fashion will change. Therefore, while using and creating fashion, we should also consider the decline of fashion. An effective measure is to consciously change the marketing strategy when the fashion reaches its climax, and guide consumers to turn this fashion into a part of their daily life. Take Nestle Coffee as an example. Since it entered Chinese mainland, it has set off the fashion of drinking coffee. Nowadays, drinking coffee has become a habit of many people.

Brand culture and national traditional culture

Brand culture is closely linked with national traditional culture. Integrating excellent national traditional culture into brand culture is more likely to make the public swear. China's national traditional culture pays attention to family values; Pay attention to respecting teachers and caring for young and filial parents; Pay attention to ceremony, morality, rank, moderation and kindness; Pursuing perfection; Advocating implication, moderation and order.

For example, a "North" brand of dumplings in Taiwan Province Province has made an article from the brand name, and its unique national traditional culture has been integrated into the brand culture, which has touched the hearts of consumers. Its advertising copy reads: "The ancient capital Beijing, apart from the Temple of Heaven and Yuanmingyuan, is a standard Beijing film with human touch and juicy hot jiaozi, symbolizing reunion. Today, in Bao Dao, I miss Beijing and look forward to the taste of old Beijing. Only jiaozi in the north can make you memorable. " The culture of this brand naturally links it with the complex of caring about the reunification of the motherland and the reunion of relatives in traditional culture.

Inheriting national traditional culture in brand culture needs to conform to national aesthetic taste and also take into account national acceptance psychology. At the same time, we should pay attention to substance. If we excessively pursue the form without connotation, it will only be counterproductive. Generally speaking, a brand culture should be recognized or pursued by most target consumers at present, and should be as close to their lives as possible, even a part of their lives.