【Practical training project 2】

   【Mission Objectives】

   Help students to culturalize their brands in practice  

  【Task content】   

（1）48 students in the class, and freely divided into groups of 6.

（2）The panelists culturalize the brand in practice.

  【Task requirements】   

（1）The training will be conducted by the instructor.

（2）48 students in the class, and freely divided into groups of 6.

（3）The panelists discussed the connotation of brand culture, the role of brand culture, the shaping of brand culture, and the function of brand culture.

（4）Each group will have one student responsible for recording and summarizing.

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（7）The preparation time is 10 minutes.

  【Task organization】

   表3－3    Brand culture building training task organization table

【Task evaluation】

         表3－4 Brand culture building training task evaluation form

The importance of building corporate brand culture

The competition of enterprises in the 21st century is, to some extent, the contest of enterprise brand culture. Those enterprises with a strong cultural foundation have more success and opportunities, the main reason is that brand culture has played a role in promoting. If an enterprise wants to be invincible in the market, it must pay attention to the publicity and promotion of its own brand culture, so that consumers have a certain awareness, and expand the visibility of enterprises and products through the brand culture effect.

The role of enterprise brand culture is to build the brand of the enterprise, in a sense, culture itself is a way to build the brand. In other words, brand culture is the mind of brand. In the continuous progress of society, in the battle of wits and courage with the world powers on the journey, we must receive new information with a new vision, brand culture is an indispensable condition for enterprises to go to the world. Once a successful brand culture exists in the minds of consumers, the functions and interests it represents have intersected with the values recognized by consumers, it will transform intangible cultural values into tangible brand values, transform cultural wealth into different competitive advantages, and make products stand in the fierce market competition. Once consumers identify with a brand, they will not easily change it. This means that brand culture, while bringing high profits, plays a role in hindering or reducing competitors' entry into the market. Why do some brands often sell for more than others? And consumers are willing to pay a premium for brands? This is also the important role of brand culture. The difference between brands and products is that brands meet people's spiritual needs, and products meet people's material needs. And brand culture is a marketing concept, to create a spiritual power. Because consumers recognize their brand culture in consumption, they have trust in the product, that is, spiritual culture drives material consumption, and finally produces economic value, which is the charm and key of brand culture.

As a tobacco company, in recent years, the brand has been given more spiritual and cultural connotation in the shaping of brand culture. Not only actively promote the brand cultural service strategy innovation, looking for the effective combination of product culture and service culture, but also by constantly mining the service connotation and innovative service methods, opened up other industries did not think of or did not do the service, with unique services to attract people, create a unique service brand culture. For example, "Zhonghua" put forward the cultural concept of "love my China"; "Double Happiness" takes the culture of happiness as the core concept, and the brand communication language has been upgraded from "Double happiness, everyone is happy" to "Joy spread all over the world, everyone is happy"; "White Sand" put forward the slogan "crane dance white sand, my heart flies"; "King Hibiscus" put forward "transfer value, achieve you and me"; "Yuxi" put forward "if the good water, moral world"; "Hongta Mountain" put forward "enjoy the fun of continuous challenges"; "Li Qun" put forward "let the soul travel"; The "Red River" put forward the idea that "thousands of streams are rushing, and the Red River is mighty wind"; "Yellow Crane Tower" put forward "heaven sent light elegant fragrance", and so on. Its real meaning and effect lies in highlighting the value and charm of brand culture.

For brands, from a professional point of view, the core of the brand is function and quality. Culture is the collective sublimation of the function and quality of the brand, and the performance of the highest realm and extreme development of the brand. The brand can be separated from the unique marketing power of technology, science and technology, quality, etc., so that enterprises can still be invincible in the fierce competition.

The value brought by enterprise brand culture, for the appreciation of enterprise marketing, for the long-term development of enterprises to provide the cornerstone. Therefore, its formation is a permanent work, can not be immediate results, nor is it a name, design a logo, organize a plan to complete, it combines the personality and emotion of the brand, so as to obtain consumer identification and continuous consumption and communication. A successful brand should be the combination of essence and culture, it requires employees to operate and accumulate carefully for years, it is a scientific process of research, sorting, selection, refining and upgrading. So, no easy task. It seems very soft, once you give it a connotation, it is indestructible. Therefore, to build corporate brand culture from a long-term perspective, overcome impatience, with the spirit of perseverance and solid work attitude, actively and steadily promote the construction of brand culture, so that it becomes a force for enterprise development, and promote the development of enterprises to a higher and faster direction.

ethnic traditional culture

The national traditional culture of our country pays attention to family concept; Pay attention to respect teachers and the elderly, care for children and filial piety; Emphasizing propriety, righteousness and morality, hierarchy of principles, moderation and benevolence; The pursuit of perfection; Advocating reserve, gentleness and order.

For example, a "northern" brand of dumplings in Taiwan makes an article from the brand name, integrating its unique national traditional culture into the brand culture, and touching the hearts of consumers. Its advertising copy is: "The ancient capital of Beijing, the most praised, missed, in addition to the Temple of Heaven, Yuanmingyuan, it should be the human touch of a standard Beijing film and the hot, thin skin and juicy filling, a symbol of reunion dumplings." Today, in Baodao Taiwan, miss Beijing, looking forward to the old flavor, only the northern dumplings can make you full of taste, full of taste." The culture of this brand is naturally connected with the complex of focusing on the reunification of the motherland and the reunion of relatives in the traditional culture.

Inheriting the traditional national culture in the brand culture needs to conform to the aesthetic taste of the nation, and also needs to consider the acceptance psychology of the nation. Also focus on substance. It is counterproductive to pursue forms that lack meaning. In general, a brand culture should be recognized or pursued by the vast majority of target consumers, and should be as close to their lives as possible, or even a certain part of life.

The difference between corporate culture and brand culture

Different characteristics

Corporate culture is the sum of values, beliefs and behavior patterns that are commonly observed by enterprises, focusing on the shaping of corporate values, corporate philosophy and behavior patterns, and is the guiding ideology of enterprise production and development. Brand culture takes the shaping and promotion of brand personality and spirit as the core, so that the brand has cultural characteristics and humanistic connotation. The focus is to make these consumers identify with the spirit embodied by the brand through various strategies and activities, and then form a loyal brand consumer group.

What are the cultural characteristics of a brand? To understand this concept, you first need to understand what culture is. Similarly, the cultural characteristics of the brand also have the elements of these three aspects, not only to have spiritual connotation, but also from the marketing planning, promotional activities, advertising, customer relations and other aspects of integration, so that consumers can experience the spirit of the brand, personality and cultural connotation, but also with allusions, stories, rituals and characters and other cultural carriers for transmission. For example, the birth legend of Coca-Cola, the entrepreneurial story of Lenovo, Haier's smashing refrigerators, sending refrigerators and other stories, so that the brand culture is fresh and vivid, the formation of loyal brand consumer groups, and the formation of brand culture to connect with the brand.

Brand culture can form its own cultural group only by virtue of mass culture and consumer psychological characteristics. Different industries may behave differently. For example, commercial cars, aimed at business people, are basically reflecting a successful demeanor, temperament and unyielding spirit.

Different function

Corporate culture is internal, mainly in order to clarify the survival and development of the guiding principles of the enterprise, and form a set of values, concepts as the core of the system and standard system, in order to improve the level of enterprise management, but an excellent corporate culture, not only helpful to enterprise management, but also has a brand effect. Those successful enterprises increasingly attribute their success to the company's culture, and reports about the excellent culture of these enterprises are endless. Just imagine: how much brand promotion cost has been saved for HP by the "HP Way", how much intangible value has Haier's corporate culture brought to Haier, and how much brand awareness and reputation has Huawei Basic Law improved for Huawei? No one has done the statistics, but if you hire someone to do the evaluation, I believe it is a particularly large benefit. Therefore, it cannot be denied that corporate culture can promote the promotion of corporate image and enhance the reputation of enterprises, which can do a lot of free promotion for the company, and virtually attract more excellent talents for the company. Why can Haier attract so many talented graduates despite its low salaries and modular work? Culture and corporate image play a huge role.

Brand culture is the organic integration of "brand" and "culture". What does that mean? The role of brand culture is to build the brand of the enterprise, which should mainly be the function of marketing management. In a sense, brand culture itself is a way to build a brand, there was no concept before, but there are not many excellent brands? The reason why more and more enterprises mention the concept of brand culture is that the concept of culture has attracted more and more attention. The process of globalization has exposed a series of cultural conflicts (the localization difficulties of multinational companies in China). The failures of mergers and acquisitions of different enterprises are mostly due to different cultures, such as the unsuccessful merger between HP and Compaq. The key issue of Lenovo's acquisition of IBMPC business unit is the integration of culture, and TCL's acquisition of Thomson is also such a problem. World-class excellent brands are often born in those western developed countries. When these enterprises enter China, they themselves bring cultural impact. The competition between foreign brands and local brands is deeply rooted in cultural competition.

Different construction methods

Although both corporate culture and brand culture have cultural elements, their construction methods are very different.

First of all, the departments responsible for the table are different, and the communication and coordination work is difficult. However, in enterprises, the departments responsible for corporate culture construction and brand construction are often two departments, so there is often a lot of communication and coordination work here, and marketers think that corporate culture has little relationship with brand culture, so it is difficult to accept some of the ideas and methods.

Third, the shaping of brand culture is like love, and the shaping of corporate culture is like marriage

When you're in a relationship, you want to show off as much of yourself as possible and try to get your partner's attention. First of all, you have to choose a good object, before you choose to meet with him (her) you have to inquire through various channels to understand the person's height, appearance, character, personality, income and so on, which is the comparison and choice. When you see a wide range of shampoo brands, who do you choose? You must choose according to the different feelings you have received from these brands before, for example, you are going to choose a dandruff free, there are a variety of choices, different brands, different prices, there are Head and Shoulders, Sassoon, Cele, etc., then why do you choose this brand? The function is similar, the price is not very different, the key is that the brand gives you a feeling, sometimes it is difficult to say why you choose this brand, but the brand has a subtle influence on you, the personality and taste reflected by the brand are very in line with your emotions and feelings, so you have a good impression, you choose this brand. Started a relationship. When you use this brand for a period of time, if the function is not good, you will be disappointed and refuse to continue to interact with him, if it meets your expectations, then you fall in "hot love", which gradually forms brand loyalty.

But the shaping of corporate culture, more like a marriage, with a Buddhist word to describe very appropriate, called "such as people drinking water, cold and warm know." Every employee has his own understanding of corporate culture, if he agrees with it, it may stimulate his enthusiasm for work, if he does not agree with it, the culture is just a form for him. When an employee joins an enterprise, he values nothing more than three aspects, one is material, one is spiritual, and one is working. First of all, how much income can this position bring me, which is material and economic basis; Secondly, whether I like the atmosphere of the company or not, how do I get along with my leaders and colleagues? This is spiritual. Finally, whether my work skills can be improved, whether I can be reused by the company, what is my future career, whether I have a future, this is the work level. The relationship between employees and the company, like husband and wife, is not actually looking forward to the future every day, communication vision, but fuel, rice, oil and salt, trifles, employees' feelings for corporate culture, mainly rely on his experience in actual work, some small things formed his views on corporate culture, Such as interpersonal relationships, company atmosphere, rewards and punishments, respect and development, innovation and vitality, and so on.

The shaping of corporate culture and brand culture is rooted in the understanding of culture. The deeper and more thorough the understanding of culture, the easier it is to grasp the true meaning and key.