品牌与文化：Hello Kitty的成功

通过介绍Kitty的特性，SANRIO的发展史．以及该公司的品牌管理情况，探求她成功的主体因素。在分析Kitty成长的环境要素时，强调品牌与文化，社会背景的关系，尤其是分析了日本的“可爱文化”，肯定了Kitty作为一个文化品牌的成功。希望能对中国打造自己的文化品牌，创建自己的无形资产有一点启示。

The author analyzes the dominant factor of Hello Kitty＇s success by introducing Kitty＇s features, the development of SANRIO and its brand management. At the mean time of emphasizing on the relationship between brand and culture and social background, the author acknowledges the ‘kawaii＇ culture of Japan and the success of Kitty as a cultural brand. Hopefully, it will become the enlightenment on China＇s building its own cultural brand and creating its intangible assets.