Theso-calledbrandculturereferstotheculturalaccumulationgraduallyformedintheoperationofthebrand,whichrepresentsthebrand'sownvaluesandworldoutlook.Intermsofimage,itisthemainstreamviewitholdsafterpersonalizingthebrand.Tobemorestraightforward,itisakindofculturethatcanreflectconsumers'spiritualidentificationandresonance,andmakethembelieveinthebrand'sconceptpursuitforalongtime,andformastrongbrandloyalty.Popularlyspeaking,itislikethesculptureoffolkmythologicalfigures.Thephysicalgoodsarecomparedwiththesculptureitself,whilethebrandcultureiscomparedwiththepersonalitythatpeopleliketotalkaboutinthemythologicalstories.
