How To Develop And Cultivate Brand Culture In Luxury Brands

If we ask which brands of modern brands are elegant from inside to outside, we have to mention the luxuries on the brand altar. They are noble and elegant, and stand up in the forest of brands. They have thousands of years of cultural heritage, or valuable potential of treasure, and become beacons of guiding in all walks of life. They are labeled by the world as "perfect", "expensive", "artistic" and "elegant".

So what can really be regarded as an elegant brand? How can we make the brand elegant from culture to temperament? How do those luxury brands build their own brand? Brand culture What about it?

All the top luxury brands in the world are popular in the world based on their deep brand culture accumulation. For example, the luxury brand group, in building brand culture and brand operation strategy, actively chooses projects that match and coincide with its brand tonal brand positioning. While developing brand, it builds brand's customer psychological image, integrates brand advocacy into every brand strategy implementation, and establishes a brand culture benchmark. The Milan municipal government signed a commitment to join hands with the clothing giant Versace (GianniVersaceSpA) and the publishing giant Feltrinelli to refurbish the famous tourist attractions in Milan, one of the oldest shopping arcades in the world, the Emanuele S arcade (GalleriaVittorioEmanueleII). The renovation of Emanuele S arcade is expected to be completed before the Expo 2015. The most important thing is that luxury goods are so popular. Luxury goods The brand is good at creating large-scale, sensational art events, or displaying the image of the brand, or showing a strong sense of social responsibility, so that the already perfect brand will have an infinite extension. At the same time, we can see that the successful brand strategy is not only a novelty of public relations, but also an effective display of brand unique brand symbols, brand culture and brand connotation. To maintain the brand culture in every aspect, we can reflect the artistic characteristics and cultural pursuit advocated by the brand from the details.

In 2013, Christian (Dior) launched a new movie for its brand 60th anniversary celebration, and launched the micro film "secret garden 2:" in Orangeris Of Versailles, France. In the scene of von Ramsved, Inez Van Lamsweerde, a director of Vinoodh Matadin (Vindoodh Matadin), created a surreal and poetic picture in the palace. In order to shoot and even reproduce the impression of French painter MANET, the film collected 8 beautiful scenes. The film is full of competitive charm, and the huge size is the best place for the three Dior Lady. Introduction to micro film: "the palace and its surrounding gardens have many secrets that are carefully guarded. The center of this royal land is hidden in an extraordinary poetic world. In the depths of this mysterious jungle, there is a dense mist garden, where the flower girl lives. " Microfilm not only provides a platform for the legendary story of the brand culture, but also brings the actual profits and reputation to the brand, and brings unprecedented spiritual enjoyment to consumers. For the point of view of the brand and the world consensus, it not only symbolizes the glorious time of the French royal family, but also records many important historical moments of the brand. In 2013, he also paid tribute to the brand 109th anniversary. The car invited 109 honorary guests to launch the theme of "Concours D" Elegance 2013 and "100 years of inheritance." The top collection antique cars on display are attracting much attention and become the most dazzling stars at the scene. This is the first time that China has launched a century long top collection antique vehicle and modern full vehicle models in China.

Elegant brands are very much alike in building brand culture. In the choice of brand strategy, they choose to highlight bright spots, temperament, gimmick and other activities to open up the shock market and deepen the brand connotation. Excavate In order to attract the attention of the whole society and the media, enhance the brand reputation and influence through the bright and brilliant way and attract the attention of the whole society and media. The brand image and brand culture and brand strategy should be deeply integrated, and the brand culture and brand tonality should be highlighted by temperament and cultivation, so that the brand can be pursued on the road of "elegance" and "art".