A Study On The Change Of Chinese Contemporary Brand Cultural Transmission

In the United States and other western developed countries,many well-known brands have become synonymous with national culture,such as Coca-Cola,McDonald's,Disney.These brands,not only in the United States but also in the world,continue to export the values of American culture.These world-class brands project themselves through the production of youth culture and multiculture.And through the spread of material culture and spiritual culture these brands try to construct an international,friendly capitalist utopian vision in this pluralistic and harmonious world.So the complete,mature brand symbolic codes have been equivalent to the culture itself.In contrast,the vast majority of China's local brands have ignored the construction and dissemination of brand culture.Actually brand culture is a kind of value,a way of life and habit,its charm lies in it is not only to provide customers with products or services,but also to help customers achieve their dreams.From 1978 to 2015,people's cognition and understanding of brand and brand culture in different periods are different.There are many factors which influence the formation,appearance and evolution of brand culture.The development process of China's local brand culture is not a linear,jumping one,and not the replacement of each other before and after,but a relationship of superposition,interleaving,blending.Although the value of the brand culture is dominated by different cultural values in different social and cultural background,in the same period,the brand cultural values of last period will not disappear,which blend and coexist with the brand cultural values of this period to enrich and influence the cultural values of the society at this time.Meanwhile,the brand culture of Chinese contemporary enterprises in the production and dissemination of advertising discourse of different periods show different features,however,even in the same stage the dominant cultural values of the brands are also affected and restricted by a variety of advertising events and various social factors.It is the result of the interaction between the political,economic,media,cultural and other factors,highlighting the significant characteristics in this stage different from other stages.In this paper,the changes of Chinese brand cultural values are observed from 1978 to 2015 focusing on three aspects:the contents and communication of advertisements,the consumption culture of advertisements and the aesthetic expression of advertisements from the three aspects of brand culture to investigate the influence of brand culture on the cultural values of Chinese consumers,to promote Chinese enterprises to reflect on their own brand marketing strategies and brand internationalization.Lastly,the conclusion in this paper shows that,in 1980s,the influx of foreign brands in China awakened the brand awareness of Chinese enterprises,and the development of China's local brand culture is in the prenatal stage of brand symbol culture.In 1990s,Under the action of the growing spiritual and cultural needs of the people,the development of brand culture of Chinese local enterprises entered the stage of the added value of brand culture.Since the beginning of twenty-first Century,more and more enterprises have begun to pay attention to the problem of brand equity in the process of merger and reorganization of enterprises and gradually realized the important position of brand intangible assets,so the development of brand culture of Chinese local enterprises further towards the stage of brand equity culture and the stage of brand culture diversity.Although excessive commercialization,utilitarian pursuit have made a considerable number of local enterprises ignore the construction of brand culture,which have led to the development lag,chaos situation of brand culture development,under the encouragement of the government and the successful brand marketing of foreign enterprises,Chinese local enterprises pay more and more attention to the construction and development of brand culture.Thus,on the whole,China's local brand culture is showing the emergence of diversification,modernization and aesthetic characteristics and trends,and the brand cultural awareness of Chinese enterprises and consumers is also growing.