| ACKNOWLEDGEMENT | 第1-5页 |
| 内容摘要 | 第5-6页 |
| ABSTRACT | 第6-10页 |
| Introduction | 第10-17页 |
| Chapter I Theories and Literature Review | 第17-21页 |
| ·Research on Brand | 第17-18页 |
| ·Research on Brand Culture | 第18-19页 |
| ·Research on Components of Brand Culture | 第19-21页 |
| Chapter II Brand and Business | 第21-25页 |
| ·Definition of Brand | 第21-22页 |
| ·Brand Value | 第22-23页 |
| ·Brand Strategy | 第23页 |
| ·Brand Strategy Vs. Business Strategy | 第23-25页 |
| Chapter III Brand Culture and Brand Culture Strategy | 第25-33页 |
| ·Definitions | 第25-27页 |
| ·Components of Brand Culture | 第27-28页 |
| ·Types of Brand Culture | 第28页 |
| ·Culture Makes Strong Brand | 第28-30页 |
| ·Brand Culture—Core Competence of Enterprise | 第30-31页 |
| ·Brand Culture and Corporate Culture | 第31-33页 |
| Chapter IV The Current Situation of Chinese Brands | 第33-41页 |
| ·Necessity for China’s Famous Brands | 第34-35页 |
| ·Misunderstandings on Brand Building | 第35-38页 |
| ·Problems in Implementing Brand Culture Strategy | 第38-41页 |
| Chapter V Tips and Suggestions to China’s Enterprises | 第41-57页 |
| ·Case Study | 第41-48页 |
| ·Successful Experiences of Well-known Brands | 第48-53页 |
| ·Suggestions on Building up China’s Brand Culture Strategy | 第53-57页 |
| Conclusion | 第57-59页 |
| Bibliography | 第59-60页 |
