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《Journal of Anhui Agricultural University》 2004-01
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On Cultural Effectiveness in Brand Competition

WANG Li- fang (Office for International Academic Exchanges, Nankai University,Tianjin,300071)  
In a tend to mature market economy,brand has become the main force in corporate marketing campaign by evolving from the simple label of a product into the distinct symbol conveying a corporate identity,product quality and its cultural connotation.In the fierce competition among various brands,the cultural connotation as the feature and core of a brand exerts much impact on corporate marketing,and furthermore decides the corporate position in markets.The invisible“ cultural effectiveness” with its antenna reaching various fields in modern market economy,has significantly altered the consumers' attitudes and behavior in purchase.It has therefore become the strong support to a corporate in creating a predominant brand with much more competitive power.This thesis begins with discussing the relationship between brand competition and brand cultural connotation,then makes a study on brand connotation evolvement and consumer behavior conversion,which naturally leads to the cry for cultural marketing,and finally focuses greatly on the functions of cultural effectiveness in corporate brand competition.
【CateGory Index】: F270
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