TITLE

The Construction of Brand Culture Based on Corporate Culture

AUTHOR(S)
Yuekun Yang
PUB. DATE
April 2010
SOURCE
International Journal of Business & Management;Apr2010, Vol. 5 Issue 4, p223
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Brand culture is an extension and identification as well as an important part of corporate culture. As the base of brand culture, corporate culture exerts an influence on the establishment of brand culture. Its internal function helps to improve the participation degree of the main body of brand culture construction and its external function helps to improve the popularity of the carrier of brand culture construction. In addition, developing and expanding the core idea of corporate culture helps to improve the loyalty of the object of brand culture construction.
ACCESSION #
49173912

 

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