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.

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