Culture, in a broad sense is the sum total of material wealth and spiritual wealth created by mankind in the process of the development of social history; in a narrow sense is that our basic necessities of life, way of life, customs and norms of behavior and social habits. Culture has the characteristics of diversity, age, is a kind of things, the concept, ideas, concepts, ideas and values, and the sum of elements, is simply a collection of ideas, is a kind of communication between human beings can pass the ideology.

Brand, the brand is a kind of intangible assets with the economic value; the narrow sense "brand" is a kind of enterprise recognition system with long-term, cognitive, characteristic and value. Brand is carried by a part of people to their products and services, simply said that the consumer is a company and its products, service and culture value of a series of cognitive level and evaluation level, is a consumer brand trust.

Stone enterprises not only need the commodity brand, but also need to create a cultural brand. Because of the influence of the cultural brand, the duration is long, and through the culture, in the stone products of marketing can output the enterprise's ideas and values. Studies show that the United States is now the largest industry is the cultural industry, its output value accounted for 18% to 25% of the total GDP. And the United States also accounted for more than 50% of the global cultural industry, it is by virtue of the United States government through subsidies, to encourage export enterprise culture products, this shows the importance of cultural brand. Wanda Group Chairman Wang Jianlin has said that China is the lack of cultural brand, but also because of the scarcity of cultural brand and cultural brand to create a longer period of time, so we need to plan early.

Some companies think they have registered trademarks, the trademark is the enterprise's brand, this is a misunderstanding. Registered trademarks are only the first step towards the brand of the enterprise, which is like building a tall building before you have to choose the same, to make a registered trademark to become a real brand needs to pass a long and difficult process. Brand word comes from the Old Norse word brandr, its meaning in Chinese is "brand", at the time, Western nomads on horseback on different brand, in order to distinguish their property. This is the commodity original naming, but also the concept of modern brand sources.