Abstract: Forging brand by culture is considered as one of the core contents of brand management in modern times.As for China Postal Savings Bank which was approved of starting business not long ago,it is very necessary to carry on the work to construct the brand culture.The paper analyzes the obstacles to construct the brand culture of China Postal Savings Bank and the reasons thereof,and poses some solutions in several aspects,such as the orientation of different brand cultures,the integration of brand culture reso...

Key words: postalbank, ChinaPostalSavingsBank, brandculture