How Do Luxury Brands Create Brand Culture?

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".

All the top luxury brands in the world are popular in the world based on their deep brand culture accumulation. For example, Italy luxury group Prada, in building brand culture and brand operation strategy, actively chooses projects that match and coincide with its brand tonal brand positioning. At the same time developing brand, establishing brand's customer psychological image, integrating brand advocacy into every brand strategy implementation, laying 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 Milan.

The most important thing is that luxury brands are good at creating large-scale, sensational art events, or displaying the image of the brand, or showing a strong sense of social responsibility. This makes the already perfect brand rich and extensive.

At the same time, Prada This brand strategy action can be seen that 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.

Another example is Dior brand. In 2013, Dior (Christian Dior) launched a new movie for its brand 60th anniversary celebration, and launched the micro film "secret garden 2: Palace of Versailles" at the Orangeris Of Versailles in Palace of Versailles, Paris, France. Taking Palace of Versailles as a scene, Inez von Ramsved (Inez Van Lamsweerde) joined Vinoodh Matadin (Vindoodh Matadin) to create a surreal and poetic picture in Versailles Palace. In order to shoot and even reproduce the impression of French painter Ma Nai, the film collected 8 beautiful scenes.

The film is full of competition, and the huge Palace of Versailles is the three best place for Dior Lady than America. Introduction to the micro film: "the Versailles 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. "

Micro film not only gives Brand culture The legendary story can provide a platform for people to focus on. It will bring the actual profits and reputation to the brand, and bring unprecedented spiritual enjoyment to consumers. As for Dior brand and world consensus, Palace of Versailles not only symbolizes the glorious time of the French royal family, but also records many important historical moments of the brand.

Also in 2013, in order to pay tribute to brand 109th anniversary, Rolls-Royce invited 109 honorary guests to launch the "Concours d 'Elegance 2013" and "Centennial heritage of light and shadow accompanying" theme activities in Beijing. 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 Rolls-Royce motor has displayed the top collection antique models and modern modern models in China for the first time in China, showing the glory course of Rolls-Royce automobile in the past century.

Elegant brand In the construction of brand culture, they are all the same. In the choice of brand strategy, they choose to choose the highlights, temperament, gimmick and other activities to open up the market for deterrence, to dig deep into the brand connotation, to express themselves in the form of intuition in activity, and to attract the attention of the whole society and media in a bright and dazzling way, to enhance the brand reputation and influence, to integrate the brand image with brand culture and brand strategy deeply, to show the brand culture and brand tonality with temperament and culture, and to make the brand strive for "elegant" and "artistic" road.