摘要:在经济全球化的今天，企业之间的竞争已不再是规模效益的竞争，而是给企业品牌渗透越来越多的文化理念，转化为企业文化、品牌文化的竞争。品牌是文化的载体，在品牌的经营过程中体现为理念、意志、行为规范以及团队风格。品牌是一种文化，文化是构成它的本质要素，是内容和形式。文化是品牌的灵魂，缺乏内涵与张力的品牌形象是不会长久屹立的。企业要树立独特的品牌的特征，才能再激烈的市场竞争中脱颖而出。品牌文化竞争是一种高层次的竞争，优秀的品牌文化对内能指导企业的品牌行为，对外有利于引导消费者的品牌行为。如何建设品牌的文化底蕴就变得尤为重要。品牌文化影响着消费者的选择，品牌的文化与消费者内心认同的文化和价值观一旦产生共鸣，就会形成很强大的力量，从而是企业向更好的方向发展。

关键词：文化  品牌文化 文化底蕴

Abstract:Economic globalization today, the competition among enterprises is no longer a competition of economies of scale, but to the corporate brand to penetrate more and more cultural ideas, into the corporate culture, brand culture of competition. The brand is a carrier of culture, philosophy, will, a code of conduct and team style reflected in the brand management process. The brand is a culture, culture constitutes its essential elements, content and form. Culture is the soul of the brand, brand image is the lack of meaning and the tension will not long survive. Enterprises to establish the unique characteristics of the brand, before the fierce market competition to stand out. Competition in the brand culture is a high level of competition, excellent internal brand culture can guide brand behavior, and have and will help guide the behavior of the consumer brand. How to build the brand's cultural heritage has become particularly important. Affect the choice of consumers to the brand culture, brand culture and the culture and values ​​of the inner identity, consumers resonate, it will form a very powerful force, which is for the better development.

Key Words：Culture  Brand Culture  Cultural heritage