The Studying Of Brand Culture Of Chinese Corporate

The 21st century, market competition is intense , contest between corporate contest also entered the omni-directional condition. The aspect competition includes the cost, the price, the technology and the quality. At the same time, but the most important competition is brand and its cultural competition.The brand culture is a beautiful scenery line of the corporate culture. The brand is the symbol of the corporate culture. Its connotation includes all aspects of corporate culture. To establish and operate brand culture, we need the support from corporate culture. Enterprise may make good use of the connotation of the brand culture. On the one hand we can mold unique consistent corporate image. On the other hand we can enhance the attachment value of the product. This will strengthen the competitive ability of the product and create the whole competition advantage.The article elaborates and analyses essential factor, structure, function and characteristic of the brand culture strategy. At the same time, it introduces classical cases of molding brand culture in our country. The last, this article start from some problems in practising brand culture strategy, bringing out my own opinion to cope with them in practice. In brief, practising brand culture strategy, putting a lot in technology and building the first class brand, which not only have the theory significance, but also .has the practical significance.