A Study On Brand Culture Establishment Of Cantonese Architecture Pottery Brands

After thirty-years of development since the reform and opening, Chinese architecturepottery industry is now in a critical period for the industry upgrading and transformation. Theextensive development mode mainly to the growth in the past leads to serious homogenizationof products, low degree of industry concentration and cruel competition nowadays, in thissituation, brand building become a key way for architecture pottery corporation to enhancetheir competitiveness and achieve the upgrading and transformation for the whole industry.Guangdong Province is the first major production and sales of architecture pottery throughoutthe country, it has not only a mature system of industry cluster in Foshan, but also mothered anumber of brands which have been known across the country, thus the development ofCantonese architecture pottery corporation is the model leading the whole industry toupgrading.There are few research results on architecture pottery brand at present, most of which arebased on prospective of industry cluster, enterprise administration or marketing etc. There is alack of research on brand theory prospective. The main goal of this paper is to explore theupgrading path for Cantonese architecture pottery brands mainly based on brand culturetheory.Brand culture is customers’ general beliefs about the cultural meanings in a particularbrand, which meet the customers’ emotional needs beyond the mere product function and isprimary source of brand value. Brand culture helps to establish a brand loyalty based on acultural empathy, enlivens the brand and builds a sustainable competitive advantage forcorporations. The competitive advantage is mainly derives from scale of enterprise rather thanbrand attractions for customers in most of Cantonese architecture pottery corporation,although they have established a brand awareness and multiple marketing channelsthroughout the country, their brand management is still at initial stage. The establishment ofbrand culture is necessary and feasible for the Cantonese architecture pottery brands.After the study and refining of brand culture theory, this paper developed a process forestablishment of brand culture, and then discussed the establishment of brand culture inCantonese architecture pottery brand. There are three steps for the establishment, including refining, visualizing and communicating the brand culture. In refining the brand culture,positioning is a must, based on that, Cantonese architecture pottery brands should integratecultural resource from both inside and outside their brands, while customer researches andcompetitor analysis are essential in the mean time. In visualizing the brand culture, culturalimplication should be involved in product designing, and standardization of brand visualidentity is a must. Brand culture communication is the key part in the whole process, amongwhich monopoly store and comprehensive service system are the most important two parts.