• brand
• brand culture
• Consumer behavior
• cross-culture marketing
• cultural marketing

Competitions are the essence of market economy, and also its driving force.The purely competitions in quality, price or service have become more and more limited. In this situation, competitions among enterprises in the market perform mainly as the competition of their brands. The branding trend of products has become increasingly evident. How to build a brand successfully? Scholars have done extensive research and given various answers to this question. From brand image theory to brand personality theory, from brand equity theory to brand culture theory, the changes of brand theory reflect the more depth understanding of brand. This article attempts to explore the brand management from the perspective of brand culture and discuss its role in branding process and cross-culture marketing management. Combined with the characteristics of the Chinese market to analysis the effective brand strategy for enterprises to establish and maintain a brand in Chinese market.