I have heard brand culture commonly used in commerce. Hope this helps.

brandchannel.com | Corporate Identity | Naming Process | brand ...From faraway, a corporate brand may look like an ordinary umbrella that can extend open, ... Tokyo is the embodiment of brand culture, a living, breathing, ...
www.brandchannel.com/brand_speak.asp?bs_id=5 - 52k - Cached - Similar pages


brandchannel.com | Creating a Corporate Brand in M&A | brand ...In the 1990s, its corporate brand became an umbrella as the company absorbed CompuServe ... Tokyo is the embodiment of brand culture, a living, breathing, ...
www.brandchannel.com/brand_speak.asp?bs_id=10 - 59k - Cached - Similar pages
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Note added at 8 mins (2006-03-20 21:25:26 GMT)
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MarketingNPV - Internal Brand Metrics: The Other Half of Total ...Internal brand culture. Employees can't do the job alone — an effective internal corporate brand culture that supports and nurtures them in their efforts to ...
www.marketingnpv.com/article. asp?ix=1144&map=09110308 - 47k