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品牌是企业成功的驱动力,而品牌带给消费者的是一种心灵需求的情感价值,是产品概念对应消费群体的情感需求。品牌建设须按品牌定位有针对性地传递文化,将文化意蕴融注于品牌创意之中,提高其文化内涵和文化附加值,品牌才有竞争力。文化叙述是品牌传播的主要形式,只有采用消费者易于接受的文化形式与文化价值观,以社会时尚的流行文化为创作的话语资源,在塑造流行生活模式的参与中满足消费者的情感需求,使之产生情感共鸣,才能达到对品牌认知和忠诚的目的。
Brand is the driving force of business success, and brand to consumers is the emotional value of a spiritual needs, product concept corresponds to the emotional needs of consumer groups. Brand building must be targeted according to the brand positioning of the transmission of culture, the cultural implications of the brand into the creative mind, to enhance its cultural connotation and cultural value-added, the brand will be competitive. Cultural narration is the main form of brand communication. Only by using the cultural forms and cultural values acceptable to consumers, discourse resources created by popular fashion of social fashion, the emotional needs of consumers can be satisfied by shaping the participation of popular life style. The generation of emotional resonance, in order to achieve brand awareness and loyalty purposes.