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Clouds of high - end brand personality cultural meanings of the

Author: GeWen
Tutor: DuanWanChun;SunYongHe
School: Kunming University of Science and Technology
Course: Business Administration
Keywords: the high-end brand personality culture cultural connotation system
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 15
Quote: 0
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Abstract


Based on the perspective of the construction of brand culture, according to Chinese tobacco scale first Hongyunhonghe Group in particular brand personality brand culture in the cultural construction of some shortcomings, some high-end brand personality shaping and cultural connotation of the proposals, aims to help the Hyhh Group in the successful implementation of a " 5215" brand strategic target the white-hot competition, more successfully achieve high-end breakthrough, to create a taste of the personality of the brand culture.The author thinks, the brand is the essential feature of it can bring people to enjoy the spirit, the psychological demand and satisfy the vanity. Brand is the people’s mentality and spirit, the brand is a spiritual home for people, a brand is a dream. Brand culture is a brand of philosophy, is the key to the success of the brand strength and decision. Therefore, to create a unique, distinct personality, full of charm of the brand, we must establish that consumers be moved, admired and beloved brand culture. To meet consumer demand is becoming more and more personalized publicity brand is the most valuable core driving force. A personal brand, is the heart of a man. It on the surface display is a person’s economic strength and social status, essence is to completely bare human nature. Thus, make the brand, to seize the characteristics of human nature, at least half of humanity; continued to be able to hit the key, will be able to succeed. Brand should be able to help people purify the mind, promote human benign change, help people to cleanse the human stain. Consumers will generally be perceived as a cigarette with a strong social, symbolic and emotional attributes of products. Therefore, to create a personality, the spirit of truth, the cigarette brand culture is more likely.This article uses the literature research method, case study method and comparative research method. Comprehensive analysis of the domestic and foreign brand personality cultural construction theory and practice, put forward the feasibility of building brand personality culture. Emphasizing the brand as the enterprise and consumer communication carrier, is not to convey the enterprise wants to do and how to do, but should express the consumer to what to do and how to do. Brand culture must embody the minds of consumers, the behavior way as well as the pursuit of. The author thinks, the brand should have the" humanistic spirit", representing the changing consumer lifestyle, aesthetic interest and value concept. In the brand philosophy, the highest level that brand culture is "faith", as the dream of a carrier, to arouse the people innermost desire and pursuit, with target customers inseparable, unforgettable spiritual bond. Therefore, in the course of brand building brand culture, to join the art aesthetic connotation of national culture, bearing.This paper presents the brand culture construction steps are as follows:clearly reflect the brand culture; construction of personalized brand culture; constructing humanized brand culture. The brand culture construction:the direction of brand culture and advanced culture should be consistent, advancing with the times, sustainable development, which is the unique, distinctive core value proposition.Through multi-dimensional comparison to find out the gap between Hyhh Group in the brand culture construction, and Marlboro king, Yuxi, put forward and high-end brand personality culture system. Then, think that Hyhh Group to achieve the high-end breakthrough, can consider the development of "Yunyan Tianwen"brand, occupy the high-end positioning humanistic spirit," beyond the honor/lead noble life"," the sky to fly freely for white clouds " culture connotation to meet specific populations" emotional, mental, spiritual hunger", with its representatives of China forever" unremitting self-improvement spirit", and" to contact the spirit world" in the world of beauty absolute height, implementation and high-end brand personality cultural transcendence and transformation.

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