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.References
[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.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution-Noncommercial 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. With this license, the authors hold the copyright without restrictions and are allowed to retain publishing rights without restrictions as long as this journal is the original publisher of the articles.
