Culture is a legacy, it is what binds the brand to the company. It represents the historical and the cultural systems that support the brand. The brand culture refers to the origins, the heritage of the brand. For example, Lacoste is a brand that has its roots in the French aristocracy of the 20s, and the beginning of a class sport, tennis.
Brand culture is a historical and often implicit system, a collective representation built on an ideology, myths, rituals, norms and beliefs of a brand and often inspired by the culture of the organization. For example, Nivea and L’Oréal are fundamentally different in their culture, with differing ideologies of what beauty is. For Nivea, women are naturally beautiful, while for L’Oréal, beauty is cultural and can be enhanced.