Creating brand culture marketing strategy

With the global integration of the economy, the market competition is becoming more and more intense, and the competition does not only stay in the product level, but gradually rise to the "brand competition" dominated by the brand culture competition. In the market economy, the fate of the brand maintains the survival of enterprises, so it is very important to build brand marketing strategy.

First, the connotation of brand culture marketing

Brand culture marketing refers to the identification of a seller or a sales group of products or services and make it different from competitors' products, names, nouns, logos in line with the design or design or a combination of them. As well as the sum of the interests, cognitive emotions, attributes, cultural traditions or personality image values they represent.

Brand culture marketing is the extension and expansion of product culture marketing, which includes the whole society's trust and protection of the brand. The brand effect and enterprise creation of brand products, the production of product behavior has a close relationship. Brand culture marketing is the use of culture to carry out the design of the brand created in the production process, the use of brand culture to enhance the competitiveness of the brand.

Second, the importance of brand marketing strategy

Today's society is the era of brand consumption. Consumers tend to buy the same quality in the big brand products, invariably give those small brand products constitute pressure. Based on brand preference, manufacturers and marketing organizations compete by cultivating brand preference among consumers.

Therefore, only those who have brand creation awareness and achieve results can win in the fierce market competition.

Third, the brand culture is the image and soul of the enterprise

Brand culture and corporate culture belongs to the same intangible assets of the enterprise, is the brand and the traditional culture and personality of the sum of corporate culture. It is condensed in the brand on a kind of enterprise spirit, is the brand in the process of operation of the formation of cultural precipitation, and consumers a kind of directional awareness and emotional belonging. Brand culture marketing is becoming the market's new favorite brand positioning and construction of finished products in the strategic implementation of the enterprise plays an irreproducible role, it will produce a stable source of customers and good word of mouth, this kind of from the heart to influence consumers to make the product with the enterprise to reach a tacit understanding of the means is the source of corporate cohesion, is the key to success.

Fourth, how to create a very competitive brand culture, effective implementation of advertising and marketing strategy

1, the practical implementation of advertising and communication strategy, and strive to create a personalized brand culture. Advertising gives the product a distinctive spirit, successful advertising can cause the target group **** Ming.

2, advertising communication marketing, build a harmonious product and brand associations. We need to inject the spirit and concept of the enterprise in the advertisement, and firmly grasp the consumer psychology of the target group and the cultural connotation of the product.

3, find a clear brand positioning base. In the case of ensuring that the core value of the brand positioning is not affected, to expand market share and enhance its brand culture coverage.

4, the effective implementation of brand strategy planning. Perfect product quality to lay a solid foundation for brand culture, perfect product quality is the first guarantee that the product can go to a higher market, but also the foundation of the brand culture.

Shape the brand personality to form a brand culture characteristics, brand culture personality needs to use differential thinking to study and discover the unique brand factors, injected full of charm personality factors. Focus on brand culture marketing, cultural marketing is not simply to sell the product, he is from the heart to influence consumers so that they form a mindset, in brand design should convey a feeling, cultural taste and values.

At this stage, the consumer psychology of our consumers presents diversified characteristics. Brand culture as the connotation of advertising and marketing strategy will fundamentally change the concept of some enterprises to lose sight of the phenomenon, so that enterprises in the development of a more comprehensive strategic thinking ability and professional judgment skills; the brand is a creation, storage, re-creation, and storage of the business process. Effective advertising strategy will be the success of the enterprise to create a famous brand, in the possession of a high degree of visibility, especially after a high degree of reputation, the enterprise will be in the minds of consumers to set up a very high prestige, showing extreme loyalty to the product.