A Study Of Brand Culture Of China's Enterprises

With the deepening of China's reform and opening up and continuous development of global economy, China's enterprises are confronted with tremendous opportunities and challenges. However, in the face of increasingly fierce economic competition, building up brand culture has become an urgent task for Chinese enterprises. This paper is aimed at exploring the essence of brand building-- brand culture through the study of brand culture of China's enterprises. The study will help to enhance the brand value and enrich the theory on brand strategies with the purpose to accelerate China's enterprises together with Chinese brands to go international.On the basis of a comprehensive review of the development on brand study, the paper is designed to clarify the significance of this study from theoretical and practical aspects. With the help of related literature from home and abroad, it further elaborates the relationship between the brand and business, and stresses the significant role that brand strategy plays in overall business strategies. Then it introduces the definition, types and basic components of brand culture, pointing out that culture can make a strong brand, and increase the core competence of the corporation. With the consideration of the present situation of China's brand culture, it analyzes the necessity and misunderstanding of brand building. By analyzing and exploring the cases of famous brands like Haier, P&G and etc. and their successful experiences, the author puts forward a number of practical suggestions in the end.