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Brand culture connotation enhances the brand’s value-added ability and competitiveness. On the basis of clarifying brand concept and brand culture, this paper probes into the most important quality factors in the brand culture elements, analyzes the importance of quality to the brand, and expounds the communication channels and routes of brand culture from enterprises to consumers with the Internet thinking. This paper takes Eral Group as an example and carries out surveys. On the basis of survey data, this paper, combining relevant theories, carries out case analysis. Keywords—Brand; Brand culture; Internet of Things thinking;

A Study on the Quality Factors of Brand Culture and Its Transmission Path-Taking Eral Group Corporation As an Example