The construction of brand culture can not only establish the public image of the enterprise well, give fresh vitality and tension to the products, but also represent the consistent commitment of the enterprise to deliver product characteristics, benefits and services to consumers, which can make the products and services of the enterprise different from those of competitors and let consumers feel a special value.
In the current competition in the online market, how to consolidate the relationship between enterprises and consumers through online brands and enhance consumers’ loyalty to the products and services of enterprises has been related to the survival and development of most enterprises. Creating an excellent and resounding brand culture has become an important strategy for enterprises to enhance their brand competitiveness.
In the inner pages of online stores, cross-border e-commerce brand culture is mainly reflected in two aspects: one is the brand name contained in the product title; the other is the brand story in the product details information. It is very simple to add a brand name to the title. Generally, you can just write the brand name at the beginning of the product title; and to write a brand story copy, cross-border e-commerce copywriters need to master its writing techniques on the basis of being familiar with the concept of brand story. Simply put, brand stories can convey to consumers a company’s brand philosophy, spiritual culture, product origins and many other contents. It can give products fresh vitality and vigor, and can bring consumers a stronger sense of brand identity. It plays a very important role in shaping brand image, conveying brand philosophy and spiritual culture.
Adding product brand stories to product detail pages can increase consumers’ trust in products and increase consumers’ confidence in purchasing products. At the same time, the interpretation and dissemination of brand stories can narrow the distance between consumers and brands and enhance consumers’ feelings and loyalty to brands. Brand stories are generally located in the second half of the product detail page. They can not only reflect the high quality of the product, but also dispel consumers’ concerns. They are an indispensable part of the content when cross-border e-commerce copywriters write detail page copy.