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

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