Pope David ogway, a modern advertisement, said: "

Culture is very important for all kinds of brands, as is the shoe industry.

Especially in the present stage of the shoe industry, the brand is good and bad, and the fish are confused. It is also required that the enterprise should make some achievements in this respect. Only the isolated brand culture can set up a distinctive brand image and let the consumers stay.

It is true that culture is the key to deciding whether a brand can be firmly stationed in the market soil.

Nike, an internationally renowned sports brand from the United States, attaches great importance to the cultivation of culture. Charlie Danson, the brand president, has said that Nike has a very optimistic future in the Chinese market, but it needs to solve the relationship between Chinese sports culture and brand, otherwise it will restrict the development of enterprises and brands.

It is reported that some outdoor sports are not attractive in China's densely populated urban areas, while fitness clubs are not popular sports, which has negative effects on brand growth.

Therefore, Nike began to show its hands and feet in some Chinese people's well-known sports activities. It not only copied individual and group sports culture in North America, but also stimulated Chinese people's enthusiasm for a sports event, and made use of local celebrities such as Liu Xiang and Li Na to promote the deepening of brand culture.

Today, Nike brand culture has involved basketball, football, tennis and so on.

Any brand that wants to win huge development space in the market is absolutely the most important part of the overall strategy, and it is also the carrier for the establishment and promotion of culture.

Therefore, enterprises must make full use of all the advantageous resources to ensure the orderly production and production process, strictly control the quality level of the product, and then borrow the culture to publicize the connotation of the brand, and create the image of "both inside and outside" to achieve the icing on the cake, so that consumers can get spiritual pleasure while meeting the material needs, and gradually turn from the attachment to the brand product to the pursuit of the brand cultural value.

Of course, shoes enterprises should match the brand culture according to the characteristics of the products, so that the communication objects will naturally accept them. If the culture is applied mechanically, it will not only make people feel farfetched, but also lead to the brand losing its characteristics and affecting the development of its market.

Secondly, shoe enterprises should fully understand the characteristics of the target market consumer groups, and observe their mental state of mind, emotional needs, behavior, lifestyle and other information for effective analysis so as to confirm the brand culture.

It is easy to recognize the brand culture that arises from the target market consumer groups, so that brand marketing will be more fundamental.

With the quality of brand culture, we must do our best to expand its audience. In this era of information explosion, shoe companies can choose some popular models to publicize brand culture, or media advertising, or marketing activities. The key is to integrate products with the product, so that consumers can bundle up products and culture, feel the contents of brand expression, resonate with them, and buy products as emotional sustenance.

The road is long, and I will go up and down.

The construction of brand culture is by no means an overnight occurrence. Only by taking culture as a contact between brand and consumer market and persistently improving, can enterprises achieve real profits and profits.