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2008•Journal of Chongqing Jiaotong UniversityRequires access

Humanities Analysis of the Brand System

Zeng Jie

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Abstract

Faced with global brand competition in the 21st century,enterprises have paid more and more attention to promotion of their brand core competitiveness.Based on discussion of the relationship between brand and culture in theory,it is believed that the brand culture has been the root of core competitiveness.Therefore,integration of brand system and culture connotation can not only enhance the brand competitiveness,but also arouse consumers' identification in term of psychology and value.

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What this paper is about

Faced with global brand competition in the 21st century,enterprises have paid more and more attention to promotion of their brand core competitiveness.Based on discussion of the relationship between brand and culture in theory,it is believed that the brand culture has been the root of core competitiveness.Therefore,integration of brand system and culture connotation can not only enhance the brand competitiveness,but also arouse consumers' identification in term of psychology and value.

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Available abstract

Faced with global brand competition in the 21st century,enterprises have paid more and more attention to promotion of their brand core competitiveness.Based on discussion of the relationship between brand and culture in theory,it is believed that the brand culture has been the root of core competitiveness.Therefore,integration of brand system and culture connotation can not only enhance the brand competitiveness,but also arouse consumers' identification in term of psychology and value.

Key concepts: Connotation, Brand management, Promotion (chess), Brand equity, Competition (biology), Advertising, Brand awareness, Core (optical fiber)

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