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品牌文化,是一个企业品牌的内涵标志,企业品牌通过赋予品牌深刻丰富的文化内涵,建立鲜明的品牌定位,创造品牌信仰,最终形成强烈的品牌忠诚。品牌文化塑造的好与不好可以影响到品牌的公众形象与未来发展定位。品牌文化无可厚非的是品牌的一种资源,强大且具有很大升值空间。一个品牌只有确立好属于适合自己的文化,才能使得品牌员工与品牌之间产生一种心有灵犀的共鸣与认同,才会更加坚不可摧。文章以歌力思品牌作为案例,对终端视觉形象、媒体宣传、品牌优势及IPO过会后的挑战等方面进行分析,从而论证品牌文化建设的重要性。
Brand culture, is a connotation of a corporate brand logo, corporate brand by giving the brand profound rich cultural connotation, the establishment of a distinctive brand positioning, creating brand beliefs, and ultimately the formation of a strong brand loyalty. Good and bad branding culture can affect the public image of the brand and the future development orientation. Brand culture is a brand of resources, strong and has great room for appreciation. Only a well-established brand belongs to their own culture, in order to make the brand employees and brands have a heart-shaped resonance and identity, will be even more impregnable. The article takes song Lishi brand as an example to analyze the visual image of terminal, media propaganda, brand superiority and challenge after IPO, and so on, so as to demonstrate the importance of brand culture construction.