Brand Culture

Brand Culture is the overarching term for the values, beliefs, behaviors, rituals, and characteristics of brands and the people within them. Brand Culture reflects how a brand "ticks" and what it is oriented towards. The Brand Culture becomes tangible both internally and externally through interactions with it. The more emotional and lasting the interaction, the stronger the bond between employees and customers with a particular Brand Culture. Often, especially with luxury brands, the desire to belong to a certain Brand Culture is more significant than the material possession of the brand itself. The same is true for strong employer brands. Their Brand Culture is often so "cool" that people want to be part of this culture and mindset, and apply for a job there.