On the Application of Traditional Culture in the Establishment of Modern Brand
Abstract
Chinese traditional culture has a long history, broad and profound. To promote the development of cultural branding,
we must fully tap the excellent Chinese traditional culture. To integrate traditional culture into brand and form brand culture,
enterprises should not only study traditional culture and its modern value, but also fully understand the real connotation of brand
culture. In brand creation, only by correctly understanding and evaluating the fit between culture and brand, finding the entry point
between culture and brand, excavating the connotation of traditional culture and understanding the differences between eastern
and Western cultures, In order to better apply traditional culture to the establishment of modern brand and truly form the influence
of cultural brand.
we must fully tap the excellent Chinese traditional culture. To integrate traditional culture into brand and form brand culture,
enterprises should not only study traditional culture and its modern value, but also fully understand the real connotation of brand
culture. In brand creation, only by correctly understanding and evaluating the fit between culture and brand, finding the entry point
between culture and brand, excavating the connotation of traditional culture and understanding the differences between eastern
and Western cultures, In order to better apply traditional culture to the establishment of modern brand and truly form the influence
of cultural brand.
Keywords
Chinese Traditional Culture; Brand ; Strategy
Full Text:
PDFReferences
[1] Chen Xiaoxia, Traditional culture should be organically combined with brand construction. China Economic Times. 2017.6.
[2] Yang Danjun, On brand culture in product marketing. Northern Economy and Trade. 59-60,2015.10.
[3] Shi Hang, On the construction of brand culture in brand marketing. 103-104,2007.12.
[4] Chen Peiai, The Chinese elements & Advertising. Xiamen University Press,2010.8.
DOI: https://doi.org/10.18282/l-e.v10i3.2427
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