brand cultural positioning is to establish a clear brand positioning, and on the basis of brand positioning, use various internal and external communication channels to form the audience's high spiritual recognition of the brand, thus forming a cultural atmosphere, and forming strong customer loyalty through this cultural atmosphere. Role: 1. Brand cultural orientation can not only improve the brand's taste, but also convey information such as cultural values, moral cultivation, literature and art, and scientific and technological content, making the brand image unique, making it a symbol of a certain level of consumer's cultural taste, so as to be recognized by consumers and satisfy them emotionally and rationally. 2. By enhancing the cultural connotation of the brand, we can enhance the brand's human creativity and aesthetic characteristics, and at the same time cultivate consumers' feelings for the brand, so that consumers can "have a soft spot" for corporate brands, thus promoting purchase and increasing the share. 3. Brand culture positioning also has the function of distinguishing products from similar products, arousing consumers' curiosity, and making brands gain consumers' recognition and even loyalty. The present situation and misunderstanding of China's brand culture positioning: 1. The main misunderstanding of China brand strategy is that the value activities of enterprises do not revolve around a core. The core value of brand culture is the main part of brand assets, which should help consumers identify and remember the interests and personality of the brand, and gain consumers' recognition, love and even love. If it is also a shower gel, Shufujia can "effectively remove bacteria", and the value represented by Liushen is "herbal essence, cool and best used in summer"; Also a famous car, BMW is "the pleasure of driving" and Volvo is positioned as "safety". Because of their clear core values and personalities, these gold-lettered signboards have their own fixed consumer groups, occupying the highest share in their respective compartments. And consumers also have a good association with the brand and loyalty to the brand because of their recognition of the core values. 2. The positioning of brand core value is not clear. If there is no clear positioning of brand core value, a brand cannot grow into a strong brand. If the core value is a little worse than the competitive brand, the profitability of the brand may be a hundred times or a thousand times worse. 3. Some brand cultural orientations in China can't show their individuality. Now, only a unique and ingenious brand culture can be deeply rooted in people's hearts. In this regard, the "seven wolves" have done a good job. "Seven Wolves" has become a boutique image of men who are pursuing achievements, going forward bravely and being brave in challenges, with men aged 31-41 as the main target consumer groups. This brand culture with distinctive personality highlights the masculinity, thus making the brand of Seven Wolves become the spokesman of the fashion consumption life of China men with its profound cultural quality. Successful brand culture positioning is to show its personality. Only by shaping the brand's cultural personality and determining the brand's unique image can we attract consumers. 4. Some brand culture positioning has not fully explored the essence of traditional national culture. Only the national is the world's. In this respect, China "Jingtailan" and French "Remy Martin" bear the national cultural characteristics and are exemplary; Wuxi's "Red Bean" clothing brand and Shaoxing's "Xianheng" hotel also dig out the precipitation of Chinese history and culture with the help of Cao Zhi and Lu Xun's famous works that people have long been familiar with and loved. Such as "Jinliufu-China people's blessing wine", this positioning has upgraded Jinliufu's brand culture to a national "blessing" and fully explored the "blessing" culture.