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品牌文化是体现品牌人格化的一种文化现象,其蕴涵着深刻的价值内涵和情感内涵。当今社会,价值观和生活方式影响着消费者是否选择一件高档服装及选择何种品牌,而一旦品牌文化在消费者的心智上建立起来,选用该品牌就成为消费者理解、接近该种文化方式的一种途径。确切地说,品牌所蕴含的文化是服装品牌取得竞争力的源泉。这对于一个要开拓国际市场的企业或一个想要引导消费趋势的品牌来讲,使品牌文化具有民族特色,并赋予其深刻的品牌文化内涵是十分必要的。
Brand culture is a kind of cultural phenomenon that reflects the brand personality, which implies profound value connotation and emotional connotation. Today’s society, values and lifestyles affect whether consumers choose a high-end clothing and choose what brand, and once the brand culture in the consumer’s mind set up, use the brand to become consumers understand, close to that kind of culture A way. Specifically, the culture inherent in the brand is a source of competitiveness for apparel brands. It is very necessary for an enterprise to explore the international market or a brand that wants to guide the consumption trend. It is necessary to make the brand culture have national characteristics and give it profound brand culture connotation.