In the process of brand building, it is not enough to only emphasize products, nor can it meet the spiritual needs of consumers. With the improvement of material living standards, consumers have a new understanding and pursuit of spiritual life, so for contemporary consumers, consuming a product is not only to meet physiological needs, but also to meet higher-level spiritual and cultural needs.

First, brand culture meets the spiritual needs of consumers.

As social people, consumers will be influenced by culture in the process of consumption. Consumers get a kind of cultural satisfaction through Rongcheng brand consumption or try to find their sense of belonging and pursue status, reputation, self-esteem and personality. And even associated with self-worth. For example, "no, I'm not sending moon cakes, I'm sending honor gifts." -The words of such a customer reflect the exquisiteness and high-grade of Rongcheng moon cakes, fully explain the brand cultural appeal of "one family makes cakes, sincere in the world", and create a high-quality lifestyle and a sincere and decent gift-giving culture. Therefore, when consumers choose it, they are more satisfied with a psychological need. Eating Rongcheng moon cakes can find a sense of respect, status and uniqueness, which is Rongcheng's unique brand culture charm.

Therefore, in this case, a single moon cake product can not meet the psychological needs of consumers. Rongcheng enterprises must take products as the carrier, endow them with more cultural connotations and meet the spiritual and cultural needs of consumers. In fact, Rongcheng enterprises clearly realize that a brand with cultural connotation can better meet the spiritual and cultural needs of consumers than a specific product. Cultural value is not created by the product itself, but by an abstract brand, and the product is only an important carrier of emotional connection. Of course, without this carrier, brand culture is difficult to connect with consumption.

Second, the shaping of brand culture helps to cultivate brand loyalty.

What is Rongcheng's brand culture? Rongcheng's brand culture actually embodies a brand personification cultural phenomenon of "honesty and glory for a hundred years". It is a kind of value recognition established in the consumer's mental model through products such as moon cakes, biscuits, bread and pies, which can better shape Rongcheng's brand and enhance its competitiveness.

The shaping of Rongcheng brand culture is helpful to brand differentiation and cultivate brand loyal consumers. As we all know, brand loyalty can be divided into five levels, namely, no brand loyalty, habitual buyers, satisfied buyers, emotional buyers and loyal buyers. One of the most ideal is to cultivate loyal buyers of brands, who are the target consumers and main sales sources of Rongcheng enterprises, but the actual operation is not so simple. Due to the fierce competition in today's market, a large number of consumers are constantly changing from loyalty to disloyalty, or even losing. Therefore, it is very important to maintain loyal consumers who tap Rongcheng brand. Therefore, it is not enough to maintain the loyal consumers of Rongcheng brand only by product strength. It is necessary to instill positive cultural ideas or value propositions into target consumers, so that consumers can obtain material and spiritual satisfaction in the process of using Rongcheng brand and products. Only in this way can the loyalty of Rongcheng brand be stable.

For example, in brand design, Rongcheng's favorite and excellent wedding cookies combine "love" with "affection" and "excellent products" with "cookies" to give customers a perceptual feeling of "deep love", which is enough to shorten the distance between the brand and customers. The brand design of "Love and Excellent Products" fully shows the implication of China culture and expresses a beautiful emotional exchange. Moreover, the product packaging of Beloved Premium also uses the "red bean" culture to deepen brand association. Red beans have multiple symbolic meanings such as "love, happiness, auspiciousness and happiness" in the cultural tradition of China. It sincerely loves high-quality products, takes products as the carrier, and incorporates the value proposition of happy love, which is deeply loved by target consumers, and at the same time, it also cultivates customer trust, establishes and wins customer loyalty.

(2) The core of culture is values, and brand value creates demand.

Brand culture embodies a kind of values, which is what we usually call brand core values. While shaping Rongcheng brand culture, Rongcheng enterprises are actually making a value proposition, so as to occupy consumers' mental model, distinguish it from other brands and achieve the purpose of occupying the market.

In the process of shaping the brand culture of Rongcheng, we usually divide the brand core value into three thematic values, namely rational value, perceptual value and symbolic value. Different brand positioning and subdivided brand culture reflect different brand values, but the main value of each successful sub-brand can make Rongcheng brand occupy consumers' minds and achieve the purpose of marketing. So how can Rongcheng enterprises refine the value of Rongcheng brand?

First, rational value is the efficacy appeal of products.

The reasonable value of a brand usually refers to functional benefits or related product attributes, such as product efficacy, technology and quality. And it is often a rational value appeal adopted in the primary stage of brand growth or the primary stage of market.

Second, perceptual value aims to bring consumers closer.

Perceptual value is also called brand relationship value. Perceived brand value aims at establishing a close relationship between consumers and brands. When Rongcheng enterprises appeal for perceptual value, they mainly emphasize some feelings generated by consumers in the process of purchase and use. In fact, the relationship between consumers and brands is very complicated and elusive, but some brand experts still divide brand relationships into seven categories, namely familiarity, nostalgia, self-concept, partnership, emotion, commitment and dependence. For example, Rongcheng moon cake has been building a dependence relationship with consumers in the process of branding, so that consumers can choose it first as long as they eat it; Rongcheng moon cakes have been emphasizing "experts, honesty". In fact, it is building a loyal brand relationship with consumers. There is also an advertisement for Rongcheng moon cakes, which always revolves around the theme of "nostalgia and yearning": in old Hong Kong, a woman was attracted by the fragrance of Rongcheng moon cakes, and the picture of buying Rongcheng moon cakes was fresh in her memory. This advertisement is creative and reasonable, expressing a kind of emotional nostalgia and affection with profound cultural background. Its advertising appeal is actually

Third, symbolic value emphasizes individuality.

The symbolic value of a brand means that a certain brand personality or a certain proposition is recognized by consumers and becomes a way for consumers to express their personal opinions and vent. Rongcheng enterprises embody this brand value by shaping their unique brand personality. In 2008, Rongcheng's successful case of using brand symbolic value was the repackaging and promotion of Chaoshan brand in his hometown. Chaoshan moon cakes in his hometown use elements with traditional Chaoshan characteristics, such as woodcarving, folk houses, ceramics, gongs and drums, and kungfu tea, which show the traditional local characteristics of moon cakes in Chaoshan area and win the favor of hipsters and consumers from all over the world. The sales are very hot, which has effectively promoted the development of the brand.

Brand value can be said to be the soul of the brand, the competitiveness of the brand's sustainable development, and the reason for establishing consumer loyalty. The brand value direction of Rongcheng enterprise, giving full play to the characteristics of accurate positioning, makes Rongcheng brand stand out among many brands. We know that the needs of contemporary consumers are diversified, but the main needs can be divided into material needs and spiritual needs. Then products meet the material needs of consumers, and culture meets the spiritual needs of consumers. Only when products meet basic needs can they better promote the growth of brands, and brands create higher-level needs, which will adversely affect the sales promotion of products.

Rongcheng brand culture is not only an important element of consumer demand, but also an important element of Rongcheng brand building. Rongcheng brand building must first make consumers recognize Rongcheng products, have knowledge of Rongcheng brand, and build trust and goodwill. Only in this way can we create the real demand of consumers, demand can stimulate consumption, and consumption can lead to the sustainable growth of Rongcheng brand.