The Impact of the Link between Enterprises and Culture on Brand Recognition — A Case Study of Football Culture

Abstract

Taking football culture as an example, this article explores how the link between enterprises and culture affects brand recognition. By analyzing the combination of enterprises and football culture, such as sponsorship, brand co-branding and community activities, which study their role in consumer brand awareness and loyalty. The study found that cultural embedding can significantly improve brand emotional connection and market competitiveness, and provide practical inspiration for enterprise cultural marketing. Football has brought great benefits to many enterprises in recent years. From an international perspective, it can be seen that more Chinese enterprises have entered the international market through football, and football culture has brought considerable income to these enterprises. However, how does the link between enterprises and culture specifically affect consumers' recognition of brands is a significant question. The mechanism behind it needs to be fully discussed. Through research, it has been found that football has a large audience and is distributed at different ages. Therefore, the huge group of fans has created considerable profits for these endorsement enterprises and has also driven the development of the surrounding economy in the region.