A Study on the Connotation of Brand Culture and the Updated Advantages of Developing Brand Culture

Abstract Brand culture is the core of a brand. This paper introduces the brand culture, elements of brand culture, and the importance of the brand culture and explains the seven advantages of using brand culture to develop the market: guiding function, cohesion function, excitation function, constraint function, radiation function, promoting function and coordination function, which include the main points of the advantages to develop brand culture. Literature review is used to explore the relevant concepts and the analysis of the concepts leads to a new finding of the updated explanations of the advantages to develop brand culture.