目前的行銷概念中，品牌文化常常被視為行銷人員單向的操弄而無關消費者的參
與，品牌文化往往被作為一個品牌所有的行銷活動總結之後的靜態式和結果式概
念或是情感式訴求的代名詞。因此，大多數的行銷研究著重提供經理人或行銷人
員工具操作指引，具體的行銷建議像是4P，7P，品牌權益分析，並致力達成快速
的市占率成長。然而，隨著愈來愈多樣化的商業環境和異質性的消費者行為，品
牌必需和消費者建立一段深植人心的關係才能建立歷久不衰的地位，進而它會吸
引消費者主動接近品牌，理解品牌，並與之互動，而不再只是被動地接受品牌釋
放的訊息。
本研究提出品牌文化已不僅是傳統的靜態觀念，而更能進一步視為一項行銷工具，
隨著消費者的需求而與時俱進。本研究中指出，產品類型或產業類別屬於可透過
消費商品或服務來展現自我表現特質，便適合將品牌文化作為行銷工具而增強品
牌的價值。本研究中提出五個主要的檢視構面，並透過多重個案研究法，針對哈
雷機車，可口可樂公司和宜家家居作為探討個案，研究結果發現，強而有力的品
牌文化的生成，有賴於文化行銷中，在文化論述裡產生的共創效果。最後，本研
究建議將品牌文化視為一個行銷手段，有助於行銷人員以消費者的角度去檢視行
銷策略，並提供機會有助於提昇整個產品的價值鍊。

In prevalent concept of marketing, brand culture is a static identification, treated as
corporate prerogative which removed from culture and consumers. Generally marketers
regard it as an emotional part of branding or a result of a constant branding. Hence, the
conventional marketing provides the tools or principles for managers or marketers to
conduct branding such as 4P, 7P, Brand Equity Model, etc., to reach high and rapid
market share. With growth of diverse business environment and consumer behavior,
brands only have long and deep relationships with consumers are more possible to be
iconic and sustainable. It attracts people to actively access and to interplay with brand
rather than just receive message from brand.
In this study, the brand culture is specifically pointed out and seen as marketing
approach especially in those brands which consumers will access for purpose of
self-expression through consuming. The five dimensions help readers to look upon the
important aspects in brand culture and how it works actively in marketing approach.
From three multiple-case study: Harley-Davidson, Coca Cola and IKEA, the result
shows the strong brand culture can be generated by cultural marketing in which the
co-creation is developed and kept in cultural discourses. At the end, brand culture as
marketing approach is helpful to review whole marketing strategy in consumer’s
perspective and improve the possibilities of increasing value in whole value chain.

Table of Contents
Chapter 1 Introduction …………….……………...……………………………..........1
1.1 Business Environment …………………………...………………………………….1
1.2 New Focus on Brand Culture ……………………………………………………….2
1.3 Building Brand Culture by Cultural Approach …………………………………….3
1.4 Why Brand Culture Matters …………………………………………………………4
Chapter 2 Literature Review ………………………………………………………….6
2.1 Challenge of Conventional Marketing ……………………………………………...7
2.2 Consumer Culture Is Changing …………………………………………………….8
2.3 Culture ………………………………………………………………………………9
2.4 Brand ……………………………………………………………………………...11
2.5 Brand Culture ……………………………………………………………………...12
2.6 Cultural Marketing Approach ……………………………………………………...16
2.7 Co-Creation and Functions ………………………………………………………...20
2.8 Summary ……………….…………………………………………………………..22
Chapter 3 Research Design …………………..………………………………………24
3.1 Qualitative Research ……………………………………………………………...24
3.2 Case Study …………………………………………………………………………25
Chapter 4 Research Analysis and Result ……………………………………………29
4.1 Case 1: Harley-Davidson …………………………………………………………..29
4.2 Case 2: Coca Cola ………………………………………………………………….35
4.3 Case 3: IKEA ………………………………………………………………………44
Chapter 5 Discussion and Findings ……………………………………………...52
5.1 Myth is constructed in cultural text ……………………………………………….52
5.2 Lifestyle should be perceived by consumers easily ……………………………….55
5.3 Different value of Individual does not matter …………………………………….57
5.4 Transformation of Identity becomes function …………………………………….60
5.5 Social Connection activates brand culture …………………………………………62
5.7 BCCD works with brand equity …………………………………………………...64
Chapter 6 Conclusion and Suggestions ………………………………………….67
6.1 Managerial Implications ……………………………………………………….…68
6.2 Limitations …………………………………………………………………………71
6.3 Suggestions for Further Research ………………………………………………….72
References ……………………………………………………………………………..74
List of Figures
Figure 1: Conventional Branding in Global Market………….,……………………….18
Figure 2: Brand Culture Capability Diagram…………………………,,………………24

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