品牌文化与品牌价值的关联性（The relationship between brand culture and brand value）.doc

品牌文化与品牌价值的关联性（The relationship between brand culture and brand value） Brand value is the most important part of brand management factors, and it is also an important symbol of brand differentiation from similar competition brand. Michael Potter has mentioned in its brand competitive advantage that the brands assets are mainly embodied in the core value of the brand, or the core value of the brand is also the essence of the brand. Create brand value is various, but in any case must be from the perspective of the brand overall, comprehensive and systematic promotion; and relying on the brand based on brand culture is the extension of the connotation of the brand, brand culture and brand value of the two association is for the brand in the transfer to provide basic reference to solve the conversion from the form the content of process. The brand culture is not strange, is the brand to widely use in the process of transferring the words, is the brand idea of core brand from the product up to, is not a simple change to buy from the form, but from the benefits of purchasing to advocate the value of consumption in height, this change in the brand culture the effect is obviously. If this change is to change the brand itself contains the influence, morrow said, this is a kind of brand culture brought guidance and Enlightenment on the consumer market. Buying ice cream purely motivation is to relieve summer heat and thirst quenching, then buy Haagen Dazs ice cream, Im afraid there will be some petty bourgeois feelings, in guiding and educating the market value of consumption. And what is the enlightenment and guidance of brand culture? Or, in this brand culture and brand value conversion process, how to achieve chemical reactions, to promote the integration of the two as a whole, and jointly spawned? First, brand culture and brand value in the bridge to find the direction of brand development The brand development direction is prominent, displays in the brand localization, the