a r X i v :h e p -t h /0606029v 1 5 J u n 2006
Against Supersymmetry
Dan Radu Grigore
1
Dept.Theor.Phys.,Inst.Atomic Phys.,Bucharest-M?a gurele,MG 6,Rom?a nia
G¨u nter Scharf
2
Institute of Theor.Phys.,University of Z¨u rich
Winterthurerstr.,190,Z¨u rich CH-8057,Switzerland
Abstract
We consider the massless supersymmetric vector multiplet in a purely quantum framework
and propose a power counting formula.Then we prove that the interaction Lagrangian for a massless supersymmetric non-Abelian gauge theory (SUSY-QCD)is uniquely de-termined by some natural assumptions,as in the case of Yang-Mills models,however we do have anomalies in the second order of perturbation theory.The result can be easily generalized to the case when massive multiplets are present,but one ?nds out that the massive and the massless Bosons must be decoupled,in contradiction with the standard model.Going to the second order of perturbation theory produces an anomaly which cannot be eliminated.We make a thorough analysis of the model working only with the component ?elds.
PACS:11.10.-z,11.30.Pb
1Introduction
A quantum?eld theory should provide two items:the Hilbert space of the physical states and the(perturbative)expression of the scattering matrix.In perturbation theory the Hilbert space is generated from the vacuum by some set of free?elds i.e.it is a Fock space.In theories describing higher spin particles one considers a larger Hilbert space of physical and unphysical degrees of freedom and gives a rule of selection for the physical states;this seems to be the only way of saving unitarity and renormalizability,in the sense of Bogoliubov.In this case one should check that the interaction Lagrangian(i.e.the?rst order of the S-matrix)leaves invariant the physical states.If the preceding picture is available in all detail then one can go very easily to explicit computations of some scattering process.Other constructions of a quantum?eld theory,as those based on functional integration,are incomplete in our opinion if they are not translated in the operatorial language in such a way that the consistency checks can be easily done.
The construction of the QCD Lagrangian in the causal approach goes as follows[7],[16].The Hilbert space of the massless vector?eld vμis enlarged to a bigger Hilbert space H including two ghost?elds u,?u which are Fermi scalars of null mass;in H we can give a Hermitian structure such that we have
v?μ=vμu?=u,?u?=??u.(1.1) Then one introduces the gauge charge Q according to:
Q?=0,Q?=Q,
[Q,vμ]=i?μu,
{Q,u}=0,{Q,?u}=?i?μvμ;(1.2) here?∈H is the vacuum state.Because Q2=0the physical Hilbert space is given by H phys=Ker(Q)/Im(Q).
The gauge charge is compatible with the following causal(anti)commutation relation: [vμ(x),vν(y)]=i gμνD0(x?y){u(x),?u?(y)}=?i D0(x?y)(1.3) and the other causal(anti)commutators are null;here D m(x?y)is Pauli-Jordan causal dis-tribution of mass m≥0.In fact,the?rst relation together with the de?nition of the gauge charge,determines uniquely the second relation as it follows from the Jacobi identity [vμ(x),{?u(y),Q}]+{?u(y),[Q,vμ(x)]}={Q,[vμ(x),?u(y)]}=0.(1.4) We can then assume that all the?elds vμ,u,?u have the canonical dimension equal to1so the gauge charge raises the canonical dimension by1.It is usefull to convince the reader that the gauge structure above gives the right physical Hilbert space.We do this for the one-particle Hilbert space.The generic form of a stateΨ∈H(1)?H from the one-particle Hilbert subspace is
with test functions fμ,g1,g2verifying the wave equation equation.We impose the condition Ψ∈Ker(Q)??QΨ=0;we obtain?μfμ=0g2=0i.e.the generic element Ψ∈H(1)∩Ker(Q)is
Ψ= fμ(x)vμ(x)+ g(x)u(x) ?(1.6) with g arbitrary and fμconstrained by the transversality condition?μfμ=0;so the elements of H(1)∩Ker(Q)are in one-one correspondence with couples of test functions(fμ,g)with the transversality condition on the?rst entry.Now,a generic elementΨ′∈H(1)∩Im(Q)has the form
Ψ′=QΦ= ? ?μf′μ(x)u(x)+ ?μg′(x)vμ(x) ?(1.7) so ifΨ∈H(1)∩Ker(Q)is indexed by(fμ,g)thenΨ+Ψ′is indexed by(fμ+?μg′,g??μf′μ). If we take f′μconveniently we can make g=0.We introduce the equivalence relation f(1)μ～f(2)μ??f(1)μ?f(2)μ=?μg′and it follows that the equivalence classes from Ker(Q)/Im(Q)are indexed by equivalence classes of wave functions[fμ];we have obtained the usual one-particle Hilbert space for the photon.The preceding argument can be generalized to multi-particle Hilbert space[6];the idea comes from Hodge theory and amounts in?nding an homotopy operator?Q such that the spectum of the“Laplace”operator{Q,?Q}can be easily determined.
By de?nition quantum chromodynamics assumes that we have N copies vμj,u j,?u j j= 1,...,N verifying the preceding algebra for any j=1,...,N.
The interaction Lagrangian t(x)is some Wick polynomial acting in the total Hilbert space H and verifying the conditions:(a)canonical dimensionω(t)=4;(b)null ghost number gh(t)=0 (where by de?nition we have gh(vμj)=0,gh(u j)=1gh(?u j)=?1and the ghost number is supposed to be additive);(c)Lorentz covariant;(d)gauge invariance in the sense:
[Q,t(x)]=i?μtμ(x)(1.8) for some Wick polynomials tμof canonical dimensionω(tμ)=4and ghost number gh(tμ)=1.
The gauge invariance condition guarantees that,after spatial integration the interaction Lagrangian t(x)factorizes to the physical Hilbert space Ker(Q)/Im(Q)in the adiabatic limit, i.e.after integration over x;the condition(1.8)is equivalent to the usual condition of(free) current conservation.Expressions of the type
d Q b+?μtμ(1.9) with
ω(b)=ω(tμ)=3gh(b)=?1gh(tμ)=0(1.10) are called trivial Lagrangians because they induce a null interaction after space integration
(i.e.the adiabatic limit)on the physical Hilbert space.One can prove that the condition
(1.8)restricts drastically the possible form of t i.e.every such expression is,up to a trivial Lagrangian,equivalent to
where the(real)constants f jkl must be completely antisymmetric.In the the rest of the paper we will skip the Wick ordering notations.Going to the second order of the perturbation theory produces the Jacobi identity.So we see that,starting from some very natural assumptions,we obtain in an unique way the whole structure of Yang-Mills models.We expect the same thing to happen for more complex models as supersymmetric theories.
If we want to generalize to the supersymmetric case we must include all the?elds vμ,u,?u in some supersymmetric multiplets.By de?nition[9]a supersymmetric multiplet is a set of Bose and Fermi?elds b j,f A together with the supercharge operators Q a such that the commutator (resp.the anticommutator)of a Bose(resp.Fermi)?eld with the supercharges is a linear combination of Fermi(resp.Bose)?elds;the coe?cients of these linear combinations are partial derivative operators.We must also suppose that the supercharges are part of an extension of the Poincar′e algebra called the supersymmetric algebra;essentially we have(for N=1 supersymmetry):
Q a?=0,ˉQˉa?=0ˉQˉa=(Q a)?(1.12)
Pμ=0(1.13)
{Q a,Q b}=0,{Q a,ˉQˉb}?2σμ
aˉb
and
Q a U A=A a b Q b.(1.14)
[Q a,Pμ]=0,U?1
A
Here U A is a unitary representation of the Poincar′e group and Pμare the in?nitesimal generators of the space-time translations.There are not many ways to do this.We will show that for the vμwe must use the vector multiplet and for the ghost?elds we must use chiral multiplets.Then we must impose that t is also supersymmetric invariant.A natural de?nition is:
[Q a,t]=d Q s a+?μtμaω(s a)=7/2gh(s a)=?1ω(tμa)=7/2gh(tμa)=0;(1.15) this means that after space integration(i.e.the adiabatic limit)we obtain on the physical Hilbert space an expression commuting with the supercharges.
In the supersymmetric framework one usually makes a supplementary requirement,namely that the basic supersymmetric multiplets should be organized in super?elds[1],[8],[17],[18]i.e.?elds dependent on space-time variables and some auxiliary Grassmann parametersθa,ˉθˉa.It is showed in[9]that there is a canonical map w→sw≡W mapping a ordinary Wick monomial w(x)into its supersymmetric extension
W(x,θ,ˉθ)≡exp iθa Q a?iˉθˉaˉQˉa ;(1.16) in particular this map associates to every?eld of the model a super?eld.Moreover,one postu-lates that the interaction Lagrangian t should be of the form
t(x)≡ dθ2dˉθ2T(x,θ,ˉθ)(1.17)
One can hope to have an uniqueness result for the coupling if one?nds out a supersymmetric generalization of(1.8).A natural candidate would be the relation:
[Q,T(x,θ,ˉθ)]=D T(x,θ,ˉθ)?H.c.=D T+ˉDˉT(1.18) where
D a≡?
?ˉθˉa
+iσμ
bˉa
θb?μ.(1.19)
We have
(D a T)?=±ˉDˉa T?,
{D a,D b}=0,{ˉDˉa,ˉDˉb}=0,{D a,ˉDˉb}=?2iσμ
aˉb
?μ(1.20) where in the?rst formula the sign+(?)corresponds to a super-Bose(-Fermi)?eld.The last relations is used to eliminate space-time divergences?μTμ(x,θ,ˉθ)in the right-hand side of the relation(1.18).It is clear that(1.18)implies(1.8).
The most elementary and general way of analyzing supersymmetries is to work in compo-nents and to see later if the solution can be expressed in terms of super?elds.We will prove that in the massless case there is an unique solution for SUSY-QCD if we consider a weaker form of(1.15)i.e.we require that this relation is true only on physical states:
<Ψ1,([Q a,t]?d Q s a??μtμa)Ψ2>=0(1.21) whereΨ1,Ψ2∈Ker(Q)modulo Im(Q).We remark that(1.15)implies(1.21)but not the other way round.
In the next Section we give the structure of the multiplets of the model and we present the gauge structure.In Section3we determine the most general form of the interaction Lagrangian compatible with gauge invariance and prove that we have supersymmetric invariance also. The expression for the ghost coupling seems to be new in the literature.The details of the computation are given in the Appendix.
We also investigate in what sense one can rephrase the result using super?elds.An im-mediate consequence of the analysis in terms of component?elds is that one cannot impose (1.18).However we can establish a contact with traditional literature based on the so-called Wess-Zumino gauge.
In Section4we extend the result to the massive case hoping to obtain the minimal su-persymmetric extension of the standard model.We obtain a curious obstruction,namely the sector of massive gauge?elds and the sector of massless gauge?elds must decouple;this does not agree with the standard model.
Unfortunately,if we proceed to the second order of perturbation theory,we obtain a su-persymmetric contribution to the anomaly which cannot be eliminated by rede?nitions of the chronological products.
In Section5we do the same analysis for the new vector multiplet[9]working in components
2The Quantum Super?elds of the Model
2.1The Vector Multiplet
The vector multiplet is the collection of?elds C,φ,vμ,d,χa,λa where C,is real scalar,φis a complex scalar,vμis a real vector andχa,λa are spinor?elds.We suppose that all these?elds are of mass m≥0.We can group them in the super?eld
V=C+θχ+ˉθˉχ+θ2φ+ˉθ2φ?+(θσμˉθ)vμ+θ2ˉθˉλ+ˉθ2θλ+θ2ˉθ2d.(2.1) It is convenient to de?ne the new?eld:
λ′a≡λa+i
4
C(2.2)
and then the action of the supercharges is given by
i[Q a,C]=χa
{Q a,χb}=2i?abφ
{Q a,ˉχˉb}=?iσμ
aˉb
(vμ+i?μC)
[Q a,φ]=0
i[Q a,φ?]=λ′a?iσμ
aˉb
?μˉχˉb
i[Q a,vμ]=σμ
aˉb ˉλ′ˉb?i?μχ
a
{Q a,λ′b}=2i?ab d′?2iσμρ
ab
?μvρ
{Q a,ˉλ′ˉ
b
}=0
[Q a,d′]=?
1
4
c1+c2 D m(x?y)
[φ(x),d(y)]=
m2
16c1D m(x?y)
2
{χa(x),χb(y)}=2(c4?ic3)?ab D m(x?y), {χa(x),ˉχˉb(y)}=c1σμ
aˉb
?μD m(x?y) {λa(x),λb(y)}=?
m2
4c1σμ
aˉb
?μD m(x?y)
{χa(x),λb(y)}=?2i c2?ab D m(x?y),
χa(x),ˉλˉb(y) =?i(c4+ic3)σμaˉb?μD m(x?y)(2.4)
and the rest of the(anti)commutators are null;here c j j=1,...,4are some real coe?cients. However,if we want that the commutation relations for the vector?eld remain unchanged(1.3) then we must require c1=0,c2=?1
2
D m(x?y)
[d′(x),d′(y)]=?
im2
2D m(x?y)
[vμ(x),vν(y)]=i gμνD m(x?y)
{χa(x),λ′b(y)}=i?ab D0(x?y),
λ′a(x),ˉλ′ˉb(y) =σμaˉb?μD0(x?y)(2.5) and the rest of the(anti)commutators are null.More compactly
[V(X),V(Y)]=?
1
2ω(λ′)=
3
2.2The Ghost Chiral Multiplets
We require that the ghost?elds are also members of some multiplets of chiral type.We admit that these ghost multiplets are also massless.The generic forms of a chiral ghost and anti-ghost super?elds are
U(x,θ,ˉθ)=a(x)+2iˉθˉζ(x)+i(θσμˉθ)?μa(x)+ˉθ2g(x)+ˉθ2θσμ?μˉζ(x)(2.10) and respectively
?U(x,θ,ˉθ)=?a(x)?2iˉθˉ?ζ(x)+i(θσμˉθ)?
μ
?a(x)+ˉθ2?g(x)?ˉθ2θσμ?μˉ?ζ(x)(2.11) where a,g,?a,?g are Fermi scalar?elds andζa,?ζa are Bose spinor?elds.Let us remind that we choose them such that[10]
(ζa)?=ˉζˉa(?ζa)?=?ˉ?ζˉa(2.12) -see(1.1);the chirality condition means
D a U=0D a?U=0.(2.13)
The action of the supercharges on these?elds is
{Q a,a}=0{Q a,a?}=2ζa
{Q a,g}=?2iσμ
aˉb
?μˉζˉb{Q a,g?}=0
[Q a,ζb]=?ab g?i[Q a,ˉζˉb]=σμ
aˉb
?μa(2.14) and respectively:
{Q a,?a}=0{Q a,?a?}=2?ζa
{Q a,?g}=2iσμ
aˉb ?μˉ?ζ
ˉb
{Q a,?g?}=0
[Q a,?ζb]=?ab?g?i[Q a,ˉ?ζˉb]=?σμ
aˉb
?μ?a.(2.15) It is convenient to work with the Hermitian(resp.anti-Hermitian)?elds
u≡a+a?v≡?i(a?a?)
?u≡?a??a??v≡?i(?a+?a?)(2.16) such that we have
u?=u v?=v?u?=??u?v?=??v.(2.17) Then we have the following action of the supercharges:
{Q a,u}=2ζa{Q a,v}=2iζa
{Q a,g}=?2iσμ
aˉb
?μˉζˉb{Q a,g?}=0
and respectively:
{Q a,?u}=?2?ζa{Q a,?v}=?2i?ζa
{Q a,?g}=2iσμ
aˉb ?μˉ?ζ
ˉb
{Q a,?g?}=0
[Q a,?ζb]=?ab?g?i[Q a,ˉ?ζˉb]=?
1
2ω(?u)=1ω(?v)=1ω(?g)=2ω(?ζ)=
3
?The gauge charge commutes with the action of the Poincar′e group;in this way the Poincar′e group induces an action on the physical space H phys≡Ker(Q)/Im(Q).
?The gauge charge anticommutates with the supercharges:
{Q,Q a}=0;(2.24)
in this way the supersymmetric algebra induces an action on the physical space H phys.
?The gauge charges squares to zero as in the Yang-Mills case
Q2=0.(2.25) If one makes the most general ansatz for the action of Q compatible with the preceding conditions one?nds out an important result:making some convenient rescaling of the?elds, the gauge charge is uniquely determineded preceding assumptions.In the massless case we have d′=d and Q is uniquely determined by:
Q?=0Q?=Q(2.26)
and
[Q,C]=i v[Q,vμ]=i?μu[Q,φ]=?g?[Q,φ?]=g[Q,d]=0
{Q,χ}=2iζ{Q,ˉχ}=?2iˉζ{Q,λ′}=0 {Q,u}=0{Q,v}=0{Q,g}=0{Q,g?}=0[Q,ζa]=0[Q,ˉζˉa]=0
{Q,?u}=?i?μvμ{Q,?v}=2i d{Q,?g}=0{Q,?g?}=0
[Q,?ζa]=?1
2
σμ
bˉa
?μλ′b.(2.27)
One can express everything in terms of super?elds also[8]:
[Q,V]=U?U?{Q,U}=0
{Q,?U}=?
1
where b=C,φ,φ?,vμ,d′,χ,ˉχ,λ′,ˉλ′and f=?u,?g,?g?,?ζ,ˉ?ζ;if we take into account the particular choice we have made for the causal(anti)commutation relations of the vector multiplet one ?nds out[10]that we have
{a(x),?a?(y)}=i
4
σμ
aˉb
?μD0(x?y)(2.30)
and all other causal(anti)commutators are null.So,like for ordinary Yang-Mills models,the causal(anti)commutators of the ghost?elds are determined by the corresponding relations of the vector multiplet?elds.
Finally we mention that we can impose that the vector?eld is part of the so-called rotor multiplet[10].The?elds of this are(d,vμ,λa)and the supercharges de?ned through
[Q a,d]=σμ
aˉb
?μˉλˉb.
{Q a,λb}=?i(?ab d+σμν
ab
Fμν)
{Q a,ˉλˉb}=0
i[Q a,vμ]=σμ
aˉb
ˉλˉb.(2.31) where Fμν≡?μvν??νvμ.
However in this case the general form of the gauge charge
[Q,vμ]=i?μu[Q,d]=0{Q,λ′a}=ασμ
aˉb
?μˉζˉb(2.32) is not compatible with the relation{Q,Q a}=0.Also if we consider that the ghost multiplets are Wess-Zumino we obtain a contradiction.
3Supersymmetric QCD
3.1Supersymmetric QCD in Terms of Component Fields
It is better to illustrate the method we use to?nd the most general gauge invariant Lagrangian on the simplest case,namely ordinary QCD,i.e.we will brie?y show how to obtain the expres-sion(1.11)as the unique possibility.So,we consider a Wick polynomial t which is tri-linear in the?elds vμj,u j,?u j has canonical dimension4and null ghost number,is Lorentz covariant and gauge invariant in the sense(1.8).First we list all possible monomials compatible with all these requirements;they are:
f(1)=f(1)
jkl vμj vνk?μv lμf(2)=f(2)
jkl
vμj v kμ?νvνl(3.1)
and
g(1)=g(1)
jkl vμj u k?μ?u l g(2)=g(2)
jkl
?μvμj u k?u l g(3)=g(3)
jkl
vμj?μu k?u l.(3.2)
We now list the possible trivial Lagrangians.They are total divergences of null ghost number
t(1)μ=t(1)
jkl vνj v kνv lμt(1)
jkl
=t(1)
kjl
and the co-boundary terms of ghost number?1:
b(1)=b(1)
jkl vμj v kμ?u l b(1)
jkl
=b(1)
kjl
b(2)=b(2)
jkl u j?u k?u l b(2)
jkl
=?b(2)
jlk
.(3.4)
Now we proceed as follows:using?μt(1)μit is possible to make
f(1) jkl =?f(1)
lkj
;(3.5)
using d Q b(1)we can make
f(2)
jkl
=0;(3.6) using?μt(2)μit is possible to take
g(3)
jkl
=0;(3.7)?nally,using d Q b(2)we can make
g(2) jkl =g(2)
kjl
.(3.8)
So we are left only with three terms.If we compute d Q t and use the known identity:?2f j=0,j=1,2,3=?(?μf1)(?μf2)f3=
1
the?rst equation,together with(3.5)amounts to the total antisymmetry of the expression
f jkl≡f(1)
jkl .The second equation from the preceding system gives then g(2)
kjl
=0.As a result we
obtain the(unique)solution:
t(1)=f(1)
jkl
(vμj vνk?νv lμ?vμj u k?μ?u l);(3.16) it can be easily be proved,using the formula(3.9)that d Q t(1)is indeed a total divergence.
The supersymmetric case goes on the same lines only the computational di?culties grow exponentially because now we have many more terms of the type f,g,tμ,b.
We would expect to obtain the expression(3.16)together with terms with supersymmetric partners.The details are given in the Appendix.It is remarkable that we obtain only two possible solutions namely the usual Yang-Mills solution for QCD t(1)given above by(3.16) and
t(2)=f′jkl[(λ′jσμˉλ′k)vμ
l
+2i(λ′j?ζk)u l+2i(ˉλ′kˉ?ζj)u l].(3.17) We impose now supersymmetric invariance condition(1.15)on
t≡t(1)+t(2)(3.18) and we hope to obtain a non-trivial solution.If we are successful we must also go the the second order of perturbation theory.First we consider only the terms bilinear in vμand linear inλ′from the commutator[Q a,t]and impose that condition that they are a sum of a co-boundary
and a total divergence.It is not very hard to prove that we obtain the restriction f(2)
jkl =?i f(1)
jkl
i.e.the interaction Lagrangian should be:
t=f jkl[vμj vνk?νv lμ?i(λ′jσμˉλ′k)vμ
l
?vμj u k?μ?u l+2(λ′j?ζk)u l+2(ˉλ′kˉ?ζj)u l](3.19)
where we have simpli?ed the notation:f jkl≡f(1)
jkl .We note that this interaction Lagrangian is
R-invariant.The?rst two terms are standard in the literature-see for instance[14],[15].The next contribution is the standard ghost coupling from the Yang-Mills theory[6],[16].The last two contributions to the ghost coupling in seems to be absent from this analysis.So,gauge invariance in the?rst order is not true for the expression from[15].
We can prove after some computation that the preceding expression veri?es the following equation:
[Q a,t]=d Q s a+?μtμa?2f jkl(vμj u k?μ?ζla+2iσμν
ab
v jν?μ?ζb k u l)(3.20) where
s a≡f jkl[?2σμν
ab v jμv kν?ζb l?iχja vμ
k
?μ?u l?2i(λ′j?ζk)ζla?2i(ˉλ′kˉ?ζj)ζla
+i?v jσμ
aˉb
ˉλ′ˉb
k
v lμ?2?v j?ζka u l?2λ′jφk u l](3.21)
and
tμa≡f jkl ?μχja u k?u l?χja?μu k?u l+χja vνk?μv lν?i
So,its seems that the last two terms from(3.20)-which cannot be rewritten as d Q s a+ total divergence-are apparently spoiling the supersymmetric invariance condition(1.15).
However,as we have said in the Introduction,there is a natural way to save supersymmetric invariance namely to impose instead of(1.15)the weaker form(1.21)
<Ψ1,([Q a,t]?d Q s a??μtμa)Ψ2>=0
withΨ1,Ψ2∈Ker(Q)modulo Im(Q).We?rst takeΨto be generated from the vacuum by the physical?elds vμj,λ′j,d′j;if we consider as before,the terms bilinear in vμand linear inλ′from the commutator[Q a,t]we obtain the interaction Lagrangian should be given by(3.19). It follows that we also have(3.20);however,if we apply this relation on a physical statesΨj we obtain that(1.21)is true;indeed the extra terms give zero in this average.If we substitute in(1.21)Ψj→Ψj+QΦj the relation stays true(one has to use the anticommutativity of Q with the supercharges.)So we have obtained an unique solution for supersymmetric QCD as in the Yang-Mills case.
3.2Supersymmetric QCD in Terms of Super?elds
From the preceding Subsection we conclude that we cannot express the interaction Lagrangian in terms of super?elds such that(1.17)and(1.18)are true;indeed if this would be true then we would have(1.15)with s a=0.Even the possibility of obtaining the expression(3.19)in the form(1.17)is very unlikely.Nevertheless let us start from the super?eld expression of the interaction suggested by the classical analysis[10].
Arguments from classical?eld theory suggests that the interaction should be an expression of the type
t classical=t(1)
classical +t(2)
classical
(3.23)
where
t(1) classical ≡?
i
2
(χjσμ?μˉχk)d l?
1
2
(χj?μλ′k)vνl?
1
the third line is suggested in the literature e.g.[13]see formula (C.1c)and appears in (3.19)also.The expression of the ghost coupling is much more complicated:
t (2)classical =f jkl
?v μj u k ?μ?u l +v μj ?μv k ?v l ?2d j u k ?v l ?2φj g k ?v l ?2φ?j g ?k ?v
l +2i φj u k ?g l +2i φ?j u ?k ?g l +2i C j g ?
k ?g l +2i C j g k ?g ?l ?i (χj σμˉζk )?μ?u l +i (ζj σμˉχk )?μ?u l +2i (λ′j ζk )?v l +2i (ˉλ′j ˉζk )?v l ?(?μχj σμˉζk )?v l +(χj σμ?μˉζk )?v l +(?μζj σμˉχk )?v l ?(ζj σμ?μˉχk )?v l
+2(λ′j ?ζ
k
)u l
+2(ˉλ′j ˉ?ζl
)u l
+i (?μχj
σμˉ?ζl
)u k
?i (χj
σμ?μˉ?ζl
)u k
+i (?μ?ζl σμˉχj )u k ?i (?ζl σμ?μˉχj )u k ?(χj σμˉ?ζl )?μv k +(?ζl σμˉχj )?μv k ?4i φ?j
(ζk ?ζ
l )+4i φj (ˉζk ˉ?ζl
)?2C j (?μζk σμˉ?ζl
)+2C j (ζk σμ?μˉ?ζl
)?2C j (?μ?ζl σμˉζk )+2C j (?ζl σμ?μˉζk )?2i v μj (ζk σμˉ?ζl )?2i v μj
(?ζl σμˉζk )+2(χj ζk
)?g l
+2(ˉχj ˉζk
)?g ?l
?2(χj ?ζl
)g k
+2(ˉχj ˉ?ζ
l
)g ?k
+total divergence (3.26)
Now one can eliminate trivial terms following the procedure given in the table from the
Appendix.As a result the total expression is of the following form:
t classical =t +d Q b +?μt μ+?t
(3.27)
where t is given by (3.19)and
?t
≡f jkl i
2
(χj σν?νˉχk )?μv μl +φ?j (χk σμ?μˉλ′l )?φj (?μλ′l σμˉχ
k )+2i φj u k ?g l +2i φ?j u k ?g
?l +2i C j g ?
k ?g l +2i C j g k ?g ?l +i (?μχj σμˉ?ζl )u k ?i (χj σμ?μˉ?ζl
)u k +i (?μ?ζl σμˉχk )u k ?i (?ζl σμ?μˉχk )u k +(χj σμ?μˉ?ζl
)v k ?(?μ?ζl σμˉχk )v k +2(χj ζk )?g l +2(ˉχj ˉζk )?g ?l
(3.28)
is not trivial.So we do not have an exact match between classical and quantum analysis.
However,there is a way of eliminating the last term used in the literature,namely to compute t classical in the so-called Wess-Zumino gauge [20].This means that the super?eld V can be written as
V =A +A ?+V ′(3.29)where:V ′=(θσμˉθ)v μ+θ2ˉθˉλ′+ˉθ2θλ′+θ2ˉθ2d ′(3.30)
and
A =
1
2
(θσμˉθ
)?μC ?i
The conclusion is that our expression for the interaction Lagrangian t can be obtained from (3.23)-(3.26)if we substitute V j→V′j.
Gauge invariance and supersymmetric invariance are not very conveniently expressed in terms of V′j so one must work with the interaction Lagrangian(3.23)in every order of the perturbation theory and make at the end V j→V′j.However,going to the second order of per-turbation theory might be more di?cult in this super?eld formalism than working in component ?elds.
3.3Second Order of Perturbation Theory
One can go to the second order of perturbation theory very easily in components and compute the anomaly as in[7];we have in(1.8)
tμ=f jkl 12u j u k?μ?u l?i(λ′jσμˉλ′k)u l .(3.33) From here we obtain
d Q[t(x),t(y)]=i ?
?yμ
[t(x),tμ(y)](3.34)
The anomalies are obtained in the process of causal splitting of this identity;we obtain in
general
d Q T(t(x),t(y))=i ?
?yμ
T(t(x),tμ(y))+A(x,y)(3.35)
where T(a(x),b(y))is the chronological product associated to the Wick monomials a and b and A(x,y)is the anomaly which spoils the gauge invariance in the second order.One?nds out that
A(x,y)=A YM(x,y)+A susy(x,y)(3.36) where the?rst term already appears in the pure Yang-Mills case and can be eliminated(as a co-boundary plus a total divergence)if and only if one imposes Jacobi identity on the constants f jkl.The second term from the anomaly is of purely supersymmetric nature:
A susy(x,y)=a susy(x)δ(x?y)(3.37)
with
a susy=f jkl f mnl ?i
space of the massive vector?eld vμis enlarged to a bigger Hilbert space H including three ghost ?elds u,?u,h.The?rst two ones are Fermi scalars and the last is a Bose real scalar?eld;all the ghost?elds are supposed to have the same mass m>0as the vector?eld.In H we can give a Hermitian structure such that we have
v?μ=vμu?=u,?u?=??u h?=h(4.1) and we also convene that gh(h)=0.Then one introduces the gauge charge Q according to:
Q?=0,Q?=Q,
[Q,vμ]=i?μu,[Q,h]=imu
{Q,u}=0,{Q,?u}=?i(?μvμ+mh)(4.2) and,because Q2=0,the physical Hilbert space is given,as in the massless case,by H phys= Ker(Q)/Im(Q).
The gauge charge is compatible with the following causal(anti)commutation relation:
[vμ(x),vν(y)]=i gμνD m(x?y){u(x),?u?(y)}=?i D m(x?y)[h(x),h(y)]=?i D m(x?y)
(4.3) and the other causal(anti)commutators are null.We see that the canonical dimension of the scalar ghost?eld must beω(h)=1.It is an easy exercise to determine the physical space in the one-particle sector:the equivalence classes are indexed by wave functions of the form
Ψ0= fμ(x)vμ(x)?μfμ=0.(4.4)
The general argument can be found in[7].
To go to the supersymmetric case we must include the?eld h into a supersymmetric mul-tiplet.Again,the natural candidate is a chiral?eld we take:
B(x,θ,ˉθ)=b(x)+2ˉθˉψ(x)+i(θσμˉθ)?μb(x)+ˉθ2f(x)
m2
?iˉθ2θσμ?μˉψ(x)+
θ2ˉθ2u(x)and m2
4
These relations are compatible with the following canonical dimensions:
ω(b)=1ω(ψ)=3/2ω(f)=2.(4.8)
It is convenient to work with the self-adjoint bosonic ghost?elds:
h≡b+b?h′≡?i(b?b?).(4.9)
Next we must?nd the general form of the gauge charge.We proceed as in Subsection1.2 but we do not assume that the(anti)commutator with the gauge charge raises the canonical dimension by an unit;we?nd out that in the massive case Q is uniquely determined by:
Q?=0Q?=Q(4.10)
and
[Q,C]=i v[Q,vμ]=i?μu[Q,φ]=?g?[Q,φ?]=g[Q,d′]=0
{Q,χ}=2iζ{Q,ˉχ}=?2iˉζ{Q,λ′}=0 {Q,u}=0{Q,v}=0{Q,g}=0{Q,g?}=0[Q,ζa]=0[Q,ˉζˉa]=0
{Q,?u}=?i(?μvμ+mh)
{Q,?v}=i(2d′+mh′+m2C)
{Q,?g}=?m2φ??imf{Q,?g?}=?m2φ+imf?
[Q,?ζa]=?1
2
m2χa[Q,ˉ?ζˉa]=?
1
2
m2ˉχˉa
[Q,h]=im u[Q,h′]=im v[Q,f]=?img{Q,ψa}=mζa{Q,ˉψˉa}=mˉζˉa.(4.11) One can express everything in terms of super?elds also[10]:
[Q,V]=U?U?{Q,U}=0
{Q,?U}=?
1
2D m(x?y)[ζa(x),ˉ?ζˉb(y)]=?
1
and all other causal(anti)commutators are null.So,like for ordinary Yang-Mills models,the causal(anti)commutators of the ghost?elds are determined by the corresponding relations of the vector multiplet?elds.So we see that the causal(anti)commutators are uniquely?xed by some natural requirements.We also can prove that it is not possible to use rotor multiplet instead of the full vector multiplet and it is not possible to use Wess-Zumino multiplets instead of the ghost multiplets.
First,we eliminate terms independent on the?elds b,f,ψa,of the type d Q b+?μtμexactly as in the massless case.Now comes an important observation:suppose that we have a Wick monomial t B which has at least one factor b,f,ψa and it is of canonical dimensionω(t B)≤4; if we consider the expression d Q t B then from(4.11)it follows thatω(d Q t B)≤4.
This means that the new(b,f,ψ-dependent terms)from the interaction Lagrangian cannot produce terms of canonical dimension5when commuted with the gauge charge.So,?rst we can proceed with the elimination of trivial Lagrangians of canonical dimension4like in the Appendix.This in turn means that the general solution of the gauge invariance problem must be a sum of two expressions of the type t(1)and t(2)from the preceding Section-see(3.16) and(3.17)-to which one must add b-dependent terms such that gauge invariance is restored. These new terms are easy to obtain.For the Yang-Mills coupling t they are well-known[7]
t(1)
massive
≡f jkl(v jμv kν?μvνl?vμj u k?μ?u l)
+f′jkl(h j?μh k vμ
l ?m k h j v kμvμ
l
?m k h j?u k u l)+f′′jkl h j h k h l(4.14)
and for the second coupling the generic expression is
t(2)massive≡?i f jkl[(λ′jσμˉλ′k)vμ
l
+2i(λ′j?ζk)u l+2i(ˉλ′kˉ?ζj)u l]
+p(1)
jkl (λ′jψk)h l+p(2)
jkl
(ˉλ′jˉψk)h l+p(3)
jkl
(λ′jχk)h l+p(4)
jkl
(ˉλ′jˉχk)h l.(4.15)
The gauge invariance condition gives well-known constraints on the constants f′,f′′and:
p(3) jkl =
i
2
p(2)
jkl
m k
i p(1)
jkl m l=2f jkl m k i p(2)
jkl
m l=?2f jkl m k.(4.16)
We see from the second set of relations that we must have
f jkl=0for m k=0m l=0(4.17) which implies that the massive and massless gauge?elds must decouple;this does not agree with the standard model.
Regarding supersymmetric invariance,this means that the argument which prevents the equation(1.15)to be true remains valid but(1.21)should stay true.
We note that the anomaly(3.38)will remain in this case also.
Remark The solution found in[12]has in fact terms of canonical dimension5:indeed
5The New Vector Multiplet
The new vector multiplet was introduced in[9];it is the second possibility of a multiplet which contains a vector?eld.First we give the de?nition of a Wess-Zumino multiplet:such a multiplet contains a complex scalar?eldφand a spin1/2Majorana?eld f a of the same mass m.The supercharges are de?ned in this case by:
[Q a,φ]=0,[ˉQˉa,φ?]=0
i[Q a,φ?]=2f a,i[ˉQˉa,φ]=2ˉfˉa
{Q a,f b}=?i m?abφ,{ˉQˉa,ˉfˉb}=i m?ˉaˉbφ?
{Q a,ˉfˉb}=σμ
aˉb ?μφ,{ˉQˉa,f b}=σμ
bˉa
?μφ?.(5.1)
The?rst vanishing commutators are also called(anti)chirality condition.The causal (anti)commutators are:
φ(x),φ(y)? =?2i D m(x?y),
{f a(x),f b(y)}=i?ab m D m(x?y),
f a(x),ˉfˉb(y) =σμaˉb?μD m(x?y)(5.2)
and the other(anti)commutators are zero.
To construct the new vector multiplet one and adds a vector index i.e.makes the substitu-tionsφ→vμf a→ψμa;here vμis a complex vector?eld.In the massless case the action of the supercharges is:
[Q a,vμ]=0,[ˉQˉa,v?μ]=0
i[Q a,v?μ]=2ψμa,i[ˉQˉa,vμ]=2ˉψμˉa
{Q a,ψμb}=0,{ˉQˉa,ˉψμˉb}=0,
{Q a,ˉψμˉb}=σν
aˉb
?νvμ,{ˉQˉa,ψμb}=σνbˉa?νv?μ.(5.3) The gauge structure is done by considering that the ghost and the anti-ghost multiplets are also Wess-Zumino(of null mass)i.e.we can take in the analysis from Subsection2.2 g=0?g=0.
The gauge charge is de?ned by
Q?=0Q?=Q(5.4) and
[Q,vμ]=i?μu,[Q,ψμa]=?μζa,
{Q,a}=0,[Q,ζ]=0
{Q,?a}=?i?μvμ,[Q,?ζ]=??μψμa(5.5) and the rest of the(anti)commutators are zero.It is more convenient to work with two real
struggle的用法和短语例句 【篇一】struggle的用法 struggle的用法1：struggle的基本意思是“奋斗”,即为实现某一目的而尽力做某事。常指遇到有力的反抗而在逆境中拼搏或努力从 束缚中解脱出来。有时含有“挣扎”的意味。 struggle的用法2：struggle也可表示“(与某人)争斗,搏斗,打斗”,还可表示“艰难地(朝某方向)行进”。 struggle的用法3：struggle是不及物动词,与介词against连用,表示“同与之对立或对抗的人或物实行斗争”; 与介词for连用,表示“为…而斗争”。 struggle的用法4：struggle可接动词不定式作目的状语。 struggle的用法5：struggle的基本意思是“斗争”,表示抽象的行为,用作不可数名词; 表示具体的“打斗,搏斗,战斗,斗争”时,可用作可数名词。 struggle的用法6：struggle作“努力,奋斗”解时,一般用单数形式。 【篇二】struggle的常用短语 struggle against (v.+prep.) struggle along1 (v.+adv.) struggle along2 (v.+prep.) struggle for (v.+prep.) struggle in (v.+prep.) struggle on (v.+adv.)
struggle out (v.+adv.) struggle with (v.+prep.) 【篇三】struggle的用法例句 1. It's a constant struggle to try to keep them up to par. 要让他们达标，需要持续努力。 2. Curiously, the struggle to survive has greatly improved her health. 奇怪的是，她拼命求生的抗争使得她的健康状况大有好转。 3. He grandly declared that "international politics is a struggle for power". 他一本正经地宣称“国际政治是一场权力之争”。 4. This age-old struggle for control had led to untold bloody wars. 这场由来已久的对控制权的争夺已经引发了无数流血的战争。 5. It is only a hobby, not a life or death struggle. 这仅仅一项爱好，不需要拼死拼活地努力。 6. There is a ceaseless struggle from noon to night. 从中午到夜晚，争斗没有停歇。 7. He is currently locked in a power struggle with his Prime Minister. 他当前陷入了一场同的权力之争当中。 8. He praised her role in the struggle against apartheid.
品牌文化与企业文化的 异同 集团标准化工作小组 [Q8QX9QT-X8QQB8Q8-NQ8QJ8-M8QMN]
品牌文化与企业文化的异同管理的概念可以说是层出不穷，是最近业界谈的比较多的一个概念。和都有“文化”，但是不是说他们两者就是相同的这个问题值得我们深入地探讨。 文化是一个社会和群体形成的共同的信念、和行为方式，具有三个要素：精神、载体和群体。世界有三大文化圈，文化圈、基督教文化圈和伊斯兰教文化圈。这三大文化圈的历史都很悠久，人口都在10亿以上，影响非常深远。基督教文化强调“赎罪”，要拼命工作才能减轻罪过，所以为什么西方（美国、德国、以色列）这些国家的法律很规范、职业道德水平高、比较敬业，跟传统文化是分不开的。伊斯兰的意思是“和平、顺从”，只有按照真主的意愿去生活和工作，才能升入天国，所以这些国家的人都非常的虔诚，宗教色彩浓厚，这也导致了这些国家大都在经济上比较落后，思想上较为保守。文化圈包括中国、日本、韩国、东南亚国家，其精神内涵是道德、和谐、和睦、亲情，这些深刻地影响着我们每一个中国人。 另外，文化都需要载体，比如春节、端午节等很多节日都是亲情和家族文化的代表，中国人的婚丧嫁娶、衣食住行等很多风俗、仪式也都体现着文化的精神内涵，另外，很多故事、典故、寓言和英雄也都从不同层面反映和传承着文化，岳飞代表精忠报国，关羽代表忠义。文化的第三个要素是群体，没有群体也自然无法形成文化，而且，这个群体可以按民族（汉、回、满等）形成独特的民族文化，还可以按地区（南方、北方、西
北）形成地域文化，这些都是中华文化下面的亚文化。这些精神、风俗、仪式和群体结合在一起，就构成了从深层到表层的中华文化。 与都脱离不了文化，他们的形式和内容与文化都密切相关，细想一下，的塑造是不是也分成三个层次，核心理念（精神）、制度与行为（载体）、文化群体（不同职能部门）是不是也包括品牌精神、品牌传播（载体）、目标（群体）三个方面 笔者认为，与都是文化的一种表现形式，都是一种亚文化现象。我们可以从相同和不同两个方面来进行深入阐释。 首先，与有相通的地方。 一个企业的文化，是这个企业的、信念和行为方式的体现，打个形象的比喻，如果我们把企业当作一个人，当你第一次见到这个人，那么他的衣着打扮会给你第一印象，这就是公司的VI（视觉识别），包括公司的建筑、办公环境、办公器具、LOGO等表面的直观的有形实体；通过他的言行举止你又能了解到他的做事风格，这是的具体表现，但是究竟是什么决定了这个人的言行举止这就取决于他内心深处的和信念了，同样的，对于企业来说，是文化决定了这个企业的制度和行为，这个文化的核心，就是我们常说的和企业核心。那么什么是我们说日久见人心，你跟一个人经过长久交往，你发现了他可能是一个诚实、活泼、开朗的人，你对他的个性有一个认知，你觉得喜欢跟他交往，也许会成为知己。如果对于企业来说，这个企业给的心理感受和心理认同，就是或者叫品牌内涵，他是联系心理需求与企业的平台，是的最高阶段，目的是使在消费公司的产品和服务时，能够产生一种心理和情感上的归属感，并形成。比如，当我们提到，
品牌文化概述 品牌力要依托于品牌的文化内涵。 品牌文化是指通过赋予品牌深刻而丰富的文化内涵，建立鲜明的品牌定位，并充分利用各种强有效的内外部传播途径形成消费者对品牌在精神上的高度认同，创造品牌信仰，最终形成强烈的品牌忠诚。拥有品牌忠诚就可以赢得顾客忠诚，赢得稳定的市场，大大増强企业的竞争能力，为品牌战略的成功实施提供强有力的保障。是品牌在经营中逐步形成的文化积淀，代表了企业和消费者的利益认知、情感归属，是品牌与传统文化以及企业个性形象的总和。与企业文化的内部凝聚作用不同，品牌文化突出了企业外在的宣传、整合优势，将企业品牌理念有效地传递给消费者，进而占领消费者的心智。品牌文化是凝结在品牌上的企业精华。 品牌文化的核心是文化内涵，具体而言是其蕴涵的深刻的价值内涵和情感内涵，也就是品牌所凝炼的价值观念、生活态度、审美情趣、个性修养、时尚品位、情感诉求等精神象征。品牌文化的塑造通过创造产品的物质效用与品牌精神高度统一的完美境界，能超越时空的限制带给消费者更多的高层次的满足、心灵的慰籍和精神的寄托，在消费者心灵深处形成潜在的文化认同和情感眷恋。在消费者心目中，他们所钟情的品牌作为一种商品的标志，除了代表商品的质量、性能及独特的市场定位以外，更代表他们自己的价值观、个性、品位、格调、生活方式和消费模式；他们所购买的产品也不只是一个简单的物品，而是一种与众不同的体验和特定的表现自我、实现自我价值的道具；他们认牌购买某种商品也不是单纯的购买行为，而是对品牌所能够带来的文化价值的心理利益的追逐和个人情感的释放。因此，他们对自己喜爱的品牌形成强烈的信赖感和依赖感，融合许多美好联想和隽永记忆，他们对品牌的选择和忠诚不是建立在直接的产品利益上，而是建立在品牌深刻的文化内涵和精神内涵上，维系他们与品牌长期联系的是独特的品牌形象和情感因素。这样的顾客很难发生“品牌转换”，毫无疑问是企业高质量、高创利的忠诚顾客，是企业财富的不竭源泉。可见，品牌就像一面高高飘扬的旗帜，品牌文化代表着一种价值观、一种品位、一种格调、一种时尚，一种生活方式，它的独特魅力就在于它不仅仅提供给顾客某种效用，而且帮助顾客去寻找心灵的归属，放飞人生的梦想，实现他们的追求。 优秀的品牌文化是民族文化精神的高度提炼和人类美好价值观念的共同升华，凝结着时代文明发展的精髓，渗透着对亲情、友情、爱情和真情的深情赞颂，倡导健康向上、奋发有为的人生信条。优秀的品牌文化可以生生不息，经久不衰，引领时代的消费潮流，改变亿万人的生活方式，甚至塑造几代人的价值观。优秀的品牌文化可以以其独特的个性和风采，超越民族，超越国界，超越意识，使品牌深入人心，吸引全世界人民共同向往、共同消费。优秀的品牌文化可以赋予品牌强大的生命力和非凡的扩张能力，充分利用品牌的美誉度和知名度进行品牌延伸，进一步提高品牌的号召力和竞争力。最为重要的是，优秀的品牌文化还可以使消费者对其产品的消费成为一种文化的自觉，成为生活中不可或缺的内容。如美国人到异国他乡，一看到麦当劳就会不由自主地想去饮用，最主要的原因并不是麦当劳的巨无霸特别适合他们的口味，而是内心潜在的一种文化认同的外在流露，认为麦当劳是美国文化的象征，使他们看到麦当劳就倍感亲切，从而潜意识地产生消费欲望。正如劳伦斯·维森特在阐述传奇品牌的成功经验时指出的，这些品牌“蕴含的社会、文化价值和存在的价值构成了消费者纽带的基础”。
1. Bring 带来；拿来；领来?Did you bring an umb rella? 你带伞了吗？ bring sb/sth to sb/sth ?Is it OK if I bring some friends to the party? 我带几个朋友来参加聚会行吗？ bring sb/sth with you ?For some reason, Jesse had brought a tape recorder with him. 不知为什么，杰西带了一台盒式录音机来。 bring sb sth ?Can you bring me another beer? 你再给我拿一杯啤酒好吗？ bring sb/sth to sb/sth ?He expects me to bring everything to him. 他指望我什么东西都给他带去。 2.引起〔某种情况或情感〕，造成，导致?efforts to bring peace to the region 给这个地区带来和平的种种努力?The strikes are expected to bring chaos. 预计罢工会造成混乱。 使处于某种状况?It was the war that first brought him to power (= make him have power over a country ) . 是战争首次将他推上权力宝座。 ?Bring the sauce to the boil (= heat it until it boils ) . 把调味汁煮沸。 bring sth to an end/a close/a halt/a conclusion 使某事结束?The trial was swiftly brought to an end. 庭审匆匆就结束了。 3.使朝某个方向移动bring sth up/down/round etc ?Bring your arm up slowly until it’s level with your shoulder. 慢慢举起手臂到齐肩的高度。?The storm brought the old oak tree crashing down. 暴风雨把这棵老橡树刮倒了。 4.促使某人去…what brings you here? (=used to ask why someone is in a particular place)什么风把你给吹来了？ 5.带来〔可供人们使用、拥有或享受的东西〕；使得到；创造 ?The expansion of state education brought new and wider opportunities for working class children. 公立教育的普及为工人阶层出身的儿童带来了更多新的机会。 bring sth to sb/sth?The government is launching a new initiative to bring jobs to deprived areas. 政府正在出台一个新的方案，为贫困地区创造就业机会。 bring sb sth?It’s a good sign –let’s hope it will bring us some luck. 这是一个好征兆——但愿会给我们带来好运。 6.〔某段时间〕带来；使发生 ?Who knows what the future will bring? 谁知道未来会发生什么？
品牌文化vs企业文化 管理的概念可以说是层出不穷，品牌文化是最近业界谈的比较多的一个概念。品牌文化和企业文化都有“文化”，但是不是说他们两者就是相同的？这个问题值得我们深入地探讨。 文化是一个社会和群体形成的共同的信念、价值观和行为方式，具有三个要素：精神、载体和群体。世界有三大文化圈，儒家文化圈、基督教文化圈和伊斯兰教文化圈。这三大文化圈的历史都很悠久，人口都在10亿以上，影响非常深远。基督教文化强调“赎罪”，要拼命工作才能减轻罪过，所以为什么西方（美国、德国、以色列）这些国家的法律很规X、职业道德水平高、比较敬业，跟传统文化是分不开的。伊斯兰的意思是“和平、顺从”，只有按照真主的意愿去生活和工作，才能升入天国，所以这些国家的人都非常的虔诚，XX色彩浓厚，这也导致了这些国家大都在经济上比较落后，思想上较为保守。儒家文化圈包括中国、日本、韩国、东南亚国家，其精神内涵是道德、和谐、和睦、亲情，这些价值观深刻地影响着我们每一个中国人。
另外，文化都需要载体，比如春节、端午节等很多节日都是儒家亲情和家族文化的代表，中国人的婚丧嫁娶、衣食住行等很多风俗、仪式也都体现着文化的精神内涵，另外，很多故事、典故、寓言和英雄也都从不同层面反映和传承着文化，岳飞代表精忠报国，关羽代表忠义。文化的第三个要素是群体，没有群体也自然无法形成文化，而且，这个群体可以按民族（汉、回、满等）形成独特的民族文化，还可以按地区（南方、北方、西北）形成地域文化，这些都是中华文化下面的亚文化。这些精神、风俗、仪式和群体结合在一起，就构成了从深层到表层的中华文化。 企业文化与品牌文化都脱离不了文化，他们的形式和内容与文化都密切相关，细想一下，企业文化的塑造是不是也分成三个层次，核心理念（精神）、制度与行为（载体）、文化群体（不同职能部门）？品牌文化是不是也包括品牌精神、品牌传播（载体）、目标消费者（群体）三个方面？ 笔者认为，品牌文化与企业文化都是文化的一种表现形式，都是一种亚文化现象。我们可以从相同和不同两个方面来进行深入阐释。 首先，企业文化与品牌文化有相通的地方 一个企业的文化，是这个企业的价值观、信念和行为方式的体现，打个形象的比喻，如果我们把企业当作一个人，当你第一次见到这个人，那么他的衣着打扮会给你第一印象，这就是公司的VI（视觉识
2020年考研英语词汇：against和but的含义与用法 在考研英语考卷中，against的意项比较丰富，与其他词语的搭配比较灵活。 1. 表对比 One is the weakness of the euro, which has lost 15% against the Chinese yuan, 19% against the Japanese yen and 9% against the dollar since the start of 2020. 一方面，2020年伊始欧元持续走低，兑人民币、日元、美元分别 贬值15%、19%和9%。 2. 表示与某个方向或过程相反 Try not to row against the current. 尽量不要逆水行舟。 3. 表示轻轻地接触或是依靠 She leans herself against the jade door. 她斜靠在翡翠门上。 4. 表示猛烈的碰撞 During the storm, waves dash against the boat. 暴风雨中， 破浪猛烈地拍打着小船。 5. 表示反抗或者抗争 fight against AIDS 6. 表示为……而作准备 He is preparing money against the school. 他一直在咱学费。 7. 表示兑换、提取
Mike will draw a check against his bank balance. 迈克准备开支票支取自己的结余。 接下来，小编再带领大家探讨一下but的特殊用法，but在考研英语中是一个很重要的单词，在它的附近往往设置有重要的题设。准确理解but的含义，对于在考研英语中获取高分相当重要。 1. 用作副词，表示"仅仅，只有" The takeover is but a step towards the long-forecast consolidation of a crowded industry. 视频行业混乱无序，本次收购不过是向并购整合的行业趋势靠近了一步而已。 I don't like it. Still, I can but try. 我不喜欢这事儿。但是，也不妨试试。 2. 用作连词，在非正式用语中表示"比起来"，类似于"than" We had no sooner arrived but we turned around and left. 我们离开后不久就到达了目的地。 We had no sooner arrived than we turned around and left. 我们离开后不久就到达了目的地。 3. 用作介词，表示"除了" This problem is anything but difficult. 这个问题一点儿也不难。 Who but you can show me the love? 除了你，谁还能爱我? 4. 作名词，表示"借口"，常常用复数形式 No buts! We must win. 没有借口。我们必须成功。
乔春洋：品牌精神文化的内涵与特征 乔春洋：品牌精神文化的内涵与特征 品牌精神文化是在长期的品牌经营过程中，因受社会经济和意识形态影响而形成的文化观念和精神成果。和物质文化相比，它是一种更深层次的文化，是品牌文化的核心，也是品牌的灵魂。 品牌精神文化源于品牌创建活动。随着经营的深入和扩大，品牌逐渐升华出带有经典意义的价值观念，成为品牌经营者倡导和强化的主导意识——最终由精神力量转化为文化优势。它对内有调节和指导品牌运作、优化资源配置、促使品牌健康发展的驱动力，对外有丰富品牌联想、增强品牌辐射、激发消费者购买欲望的扩X力。 品牌精神文化是由品牌经营者共同创造、消费者普遍接受的文化理念，它规定了品牌的态度、情感、责任、义务、行为特点和存在方式，因而它是品牌经营状况的客观反映。任何缺乏精神文化的组织或系统，既不能称之为品牌，也没有市场前途。在市场竞争日趋激烈的今天，赋予各类组织、系统或产品以精神内涵，使之实现差异化、个性化，是提升其竞争力的根本保障。 有人将品牌精神文化分为科学和艺术两大类别。科学类别包括科学技术的研发、应用，各类规章制度的设计，战略、战术的制定，决定、推广的思维部分，各类目标的设定与策略的形成以及经营技巧等。艺术类别包括美术、语言、影视创意、制作、音乐、舞蹈的各个相关方面。其中美术展开在品牌中，还可以分为平面设计、三维设计、雕塑设计、建筑设计等；语言则包括静态文字和动态语言的使用两个方面，它向品牌提供所有语言文字上的支持；影视创意、制作则包括有关品牌、产品的形象传播与广告片的拍摄；音乐是指以乐曲、歌曲的形式为品牌进行相关创作；舞蹈作为一门独立艺术，同影视、音乐进行合作或以静态的形式通过平面设计成为印刷品等。精神文化中的艺术部分集中了品牌所需的视觉、听觉等方面的审美要素。精神文化系统是科学与艺术的统一，二者的完美结合构成了品牌的精神文化系统。 也有人将品牌精神文化分为利益认知、情感属性、文化传统、个性形象等四个方面。品牌的利益认知是指消费者认识到品牌产品的功能特征所带来的利益。消费者在对品牌的认知过程中，会将品牌的利益认知转化为一定的情感上的利益。消费者在购买产品功能利益的同时，也在购买产品带来的情感属性。情感属性总与一定的品牌联想相联系。品牌也代表着一种文化传统，例如奔驰代表着德国文化——高效率的组织和高品质，本田代表着日本文化——精益求精、高效率和团队精神。文化传统有时会成为品牌的强大力量源泉，使品牌有更持久的生命力和竞争力。品牌有一定的个性形象，这是品牌文化的核心内涵之所
advise的常用句式1. advise doing sth 建议做某事。如：He advised leaving early. 他建议早点动身。I advise waiting till proper time. 我建议等到适当时机。注：不能直接后跟不定式作宾语。所以不能说：* He advised to leave early. 2. advise sb to do sth 建议某人做某事。如：He advised me to buy a computer. 他建议我买台电脑。The doctor advised me to take a complete rest. 医生建议我完全休息。注：以上意思也可用后接从句的形式表达(注意从句用should＋v. 这样的虚拟语气)。如上面第一句也可说成:He advised that I (should) buy a computer. 3. advise sb against doing sth 劝告某人不要做某事。如：He advised her against going out at night. 他劝她晚上不要出去。Her father advised her against marrying the worker. 她父亲劝告她不要嫁给这个工人。她父亲劝告她不要嫁给这个工人。注：该句型有时可与advise sb not to do sth 替换。如上面第一句也可说成：He advised her not to go out at night. 4. advise sb of sth 通知或告知某人有某情况。如： Please advise us of the arrival of the goods. 货物到达时请通知我们 advise 是个常用动词，意为“劝告”，“忠告”；“建议”。由于它的用法比较复杂，有些同学在使用时经常出错。为了帮助大家正确理解和使用advise ，现将它的几种常见用法归纳如下。 1. advise + 名词 / 代词例如： Li Ming advised a swim after school. 李明建议放学以后去游泳。 She will advise you about the right thing to do. 她会帮你出主意该怎么办。 What would you advise ? 你有什么建议？ 2. advise + sb. + 不定式短语 在这个句式中，不定式短语作 advise 的宾语补足语。例如： He often advised people to use their brains . 他常常劝人多用脑子。 His wife advised him to give up smoking , but he wouldn't. 他妻子劝他把烟戒了，但他不肯。 We strongly advised him not to do such a thing . 我们竭力劝他不要这样做。 3. advise + sb. + 特殊疑问词 + 不定式短语 在这个句式中，“特殊疑问词 + 不定式短语”作 advise 的宾语补足语。例如：
汽车公司品牌文化的内涵及其意义 进入二十一世纪，随着生活节奏的日益加快，汽车在人们心中也占据着越来越重要的位置。汽车，以其快捷的速度，舒适的环境，让千万人为之痴迷。汽车本来是个钢铁的物件，是人给它赋予了一种影响生活方式的生命内涵。反过来这种内涵又作用于人类，拉近了人 与车之间的距离，形成消费理念、生活情趣以及审美趋向等文化范畴，亦即汽车文化。而 包含在汽车文化中的汽车品牌是汽车形式结构中最能体现汽车价值的部分所谓汽车品牌， 是指用来标志并识别某一或某些车型的符号系统。汽车品牌文化的产生与发展，并不是突 然地。因为正是有了这种品牌文化的存在，汽车才得以成为一种文化。 汽车品牌是汽车形式结构中最能体现汽车价值的部分所谓汽车品牌，是指用来标志并识别某一或某些车型的符号系统。品牌经过注册即为商标。 别克——平民化的贵族车别克是个世界级的品牌，自1998年进入中国市场以来别克一直是高贵、气派及身份的代名词。它给车主带来了一种前所未有的享受和世界级的服务理念。 菲亚特——亚平宁的文化使者 菲亚特派力奥是继马可?波罗之后又一位来自亚平宁半岛的文化使者，她带来了浓厚的意 大利汽车文化。菲亚特的形象代言人舒马赫与法拉利赛车同台为派力奥做电视广告，引起 了巨大的轰动，这意味着菲亚特将派力奥和法拉利两款同出名门的汽车放在同一尊贵地位，她们有着同样尊贵的传统，派力奥的用户同样可以享受到像法拉利那样高档次的服务。 雪铁龙——欧陆风情的演绎者 东风雪铁龙车型源于纯正的欧陆血统，它与生俱来就处处散发着浓浓的法兰西气息。充满 浪漫的艺术造型加之过硬的先进技术以及完善的配置无不使东风雪铁龙成为汽车中的精品。东风雪铁龙车型目前已经覆盖了整个家用轿车市场：十万元以下的家庭经济型轿车（新自 由人）、公私兼用的实用型轿车（爱丽舍）以及二十万元左右张扬自我个性的智能型轿车（毕加索），这一丰富的系列组合既满足了不同层次的消费群体，更表明了神龙公司为打 造“中国家用轿车第一品牌”的决心与实力。 切诺基——动感勇猛的行者 切诺基以美国田纳西州的一个印第安部落酋长的名字命名，寓意着吉普车勇猛的特性。大 切诺基推出8年来在世界上声名显赫，至今已产销300万辆，足迹遍布100多个国家和地区。北京吉普汽车有限公司引进投产的大切诺基是戴姆勒—克莱斯勒公司进行改进更新后 的Limited与Laredo款。 以前，吉普给人的印象是桀骜不羁，是狂野，是威风，而今吉普已成为都市个性化、运 动型车的新选择。随着自驾车旅游的日渐火爆，作为山地、沙漠、戈壁、草原地区的主流
against的用法 against的用法 1. 注意以下两个基本用法，许多其他用法和搭配均可从这两种基础引申出来： (1) 表示“反对”“对着”“违反”“不利于”等。如： We are all against his idea. 我们都反对他的想法。 He was married against his will. 他结婚是有违本意的。 He spoke against the new law. 他发言抨击新法律。There were 20 votes for him and 12 against him. 有20票赞成他，12票反对他。 (2) 表示“靠着”“顶着”“迎着”“衬着”等。如： He stood with his back against the door. 他背靠门站着。He hit his head against the window. 他的头撞到了窗户上。It is difficult to see anything against this bright light. 对着这种强光很难看到任何东西。 Bright red flags flow in the wind against the blue sky. 鲜艳的红旗映着蓝天迎风飘扬。 2. 注意against 是介词，不是动词。如： 他靠在树上。 正：He leaned against the tree.
误：He against the tree. 这个计划你是赞成还是反对呢? 正：Are you for or against the plan? 误：Do you support or against the plan? 3. 正因为against是介词，所以后接动词时要用动名词。如：我反对在警察到达之前采取任何行动。 正：I’m against doing anything till the police arrive. 误：I’m against to do anything till the police arrive.
在考研英语的文章中，会出现一些至关重要的小词，比如but作为连词并转折，作为 介词表“除了......”,for作为介词是“对于.......”“为了......”,而作为连词表原因； 因此积累并掌握这些重要的小词在文章中的用法，对于解题是非常关键的。 由于against这个词会频繁出现在考研的文章中，而其跟在不同的动词后含义大相径庭，那么下面老师就against这个小词的含义用法做一个详细总结。 （一）表示“不利，不顺”，常见搭配如下： turn against (对...不利), run against (对...不利)； （二）表示“防备、预防”，常见搭配如下： prepare against（防备），provide against（准备），guard against（防备），warn against（谨防），lay up against（贮存以备），take precaution against fire（采取防火措施），guard against error（谨防错误）； （三）表示“诉讼、控告”，常见搭配如下： charge against（控告），inform against（告发） （四）表示“反抗、对抗”，常见搭配如下： rise against（起而反抗），stand against（反抗），protest against（抗议），set against（对抗），rebel against（反叛、不服从）； （五）作“抵抗、阻止、斗争”解，常见搭配如下： fight against（与...斗争），stand up against（抵抗），hold out against（斗争），defend against（抵抗），strive against（与...斗争），come against（攻击），protect one against（防御），strike against（攻击），march against（攻击），contend against（抵御），pit against（与...竞争），run against（向...撞击）。
品牌力要依托于品牌的文化内涵。 品牌文化（Brand Culture），指通过赋予品牌深刻而丰富的文化内涵，建立鲜明的品牌定位，并充分利用各种强有效的内外部传播途径形成消费者对品牌在精神上的高度认同，创造品牌信仰，最终形成强烈的品牌忠诚。拥有品牌忠诚就可以赢得顾客忠诚，赢得稳定的市场，大大増强企业的竞争能力，为品牌战略的成功实施提供强有力的保障。是品牌在经营中逐步形成的文化积淀，代表了企业和消费者的利益认知、情感归属，是品牌与传统文化以及企业个性形象的总和。与企业文化的内部凝聚作用不同，品牌文化突出了企业外在的宣传、整合优势，将企业品牌理念有效地传递给消费者，进而占领消费者的心智。品牌文化是凝结在品牌上的企业精华。 品牌文化的核心是文化内涵，具体而言是其蕴涵的深刻的价值内涵和情感内涵，也就是品牌所凝炼的价值观念、生活态度、审美情趣、个性修养、时尚品位、情感诉求等精神象征。品牌文化的塑造通过创造产品的物质效用与品牌精神高度统一的完美境界，能超越时空的限制带给消费者更多的高层次的满足、心灵的慰籍和精神的寄托，在消费者心灵深处形成潜在的文化认同和情感眷恋。在消费者心目中，他们所钟情的品牌作为一种商品的标志，除了代表商品的质量、性能及独特的市场定位以外，更代表他们自己的价值观、个性、品位、格调、生活方式和消费模式；他们所购买的产品也不只是一个简单的物品，而是一种与众不同的体验和特定的表现自我、实现自我价值的道具；他们认牌购买某种商品也不是单纯的购买行为，而是对品牌所能够带来的文化价值的心理利益的追逐和个人情感的释放。因此，他们对自己喜爱的品牌形成强烈的信赖感和依赖感，融合许多美好联想和隽永记忆，他们对品牌的选择和忠诚不是建立在直接的产品利益上，而是建立在品牌深刻的文化内涵和精神内涵上，维系他们与品牌长期联系的是独特的品牌形象和情感因素。这样的顾客很难发生“品牌转换”，毫无疑问是企业高质量、高创利的忠诚顾客，是企业财富的不竭源泉。可见，品牌就像一面高高飘扬的旗帜，品牌文化代表着一种价值观、一种品位、一种格调、一种时尚，一种生活方式，它的独特魅力就在于它不仅仅提供给顾客某种效用，而且帮助顾客去寻找心灵的归属，放飞人生的梦想，实现他们的追求。 优秀的品牌文化是民族文化精神的高度提炼和人类美好价值观念的共同升华，凝结着时代文明发展的精髓，渗透着对亲情、友情、爱情和真情的深情赞颂，倡导健康向上、奋发有为的人生信条。优秀的品牌文化可以生生不息，经久不衰，引领时代的消费潮流，改变亿万人的生活方式，甚至塑造几代人的价值观。优秀的品牌文化可以以其独特的个性和风采，超越民族，超越国界，超越意识，使品牌深入人心，吸引全世界人民共同向往、共同消费。优秀的品牌文化可以赋予品牌强大的生命力和非凡的扩张能力，充分利用品牌的美誉度和知名度进行品牌延伸，进一步提高品牌的号召力和竞争力。最为重要的是，优秀的品牌文化还可以使消费者对其产品的消费成为一种文化的自觉，成为生活中不可或缺的内容。如美国人到异国他乡，一看到麦当劳就会不由自主地想去饮用，最主要的原因并不是麦当劳的巨无霸特别适合他们的口味，而是内心潜在的一种文化认同的外在流露，认为麦当劳是美国文化的象征，使他们看到麦当劳就倍感亲切，从而潜意识地产生消费欲望。正如劳伦斯·维森特在阐述传奇品牌的成功经验时指出的，这些品牌“蕴含的社会、文化价值和存在的价值构成了消费者纽带的基础”。 [编辑]
常用介词及副词的搭配用法归纳 （－）about about既可以用作介词也可以用作副词，它常和下列名词,动词，形容词搭配使用。 名词＋about talk about 关于???谈话；information about/on 关于???知识，消息 动词＋about think about sth. 考虑某事look about 环顾；考虑 bring about 带来，造成，引起leave about 乱放 come about 发生go about 四处走动 get about 走动，传开，着手干set about 开始，着手 hang about 逗留，徘徊put about 传播谣言 turn about 回首，转身，轮流tell sb.about sth. 告诉某人某事 grief about sth. 对…伤心confuse sb.about sth 使某人对某事感到混乱bother sb.about sth 为某事打扰某人gossip about sb.or sth.谈论、闲聊某人或事某形容词+about hopeful about/of 希望，期待particular about 对…讲究，特别 enthusiastic about 对…热心crazy about ab./sth. 对…欣喜 sure about/of 对..确定知道，对…有把握 anxious about 对…担忧，焦虑anxious for 渴望 careful about/of 注意，保护，保重careful with 对…注意，照顾 careless about 对…不留心feel nervous about/at sth. 对…感到不安 doubtful about/of 对…感到好奇optimistic about 对…感到乐观 happy about/at sth. 因某事而感到高兴 （二）across across 既可以用作介词也可以用作副词，它常与下列动词搭配使用。 come across 横越…，偶尔碰见run across 跑着穿过；偶尔碰见 cut across 抄近路穿过get across 惹（某人）不高兴；通过 get sth. across 领会put across 哄骗put sth. across 使人听懂 （三）against against 只用作介词，常与下列名词或动词搭配使用。 1）名词+against grudge against 对…怨恨declaration against 反对…声明或宣言 hostility against 对…敌意battle against 反对…的斗争 2）动词+against swim against the current/tide 逆流而泳run against the wind 逆风而跑 work against 反对，抢时间defend against 团结起来反对… side against 与别人站在一方反对…人rebel against 反，反抗… stand against 反对…prejudice against 对…有偏见 rise against 起来反对…argue against 抗议，反对… …反抗strike against 抗议，反对protest against
中国最具文化内涵品牌 一、活动背景 中共中央政治局常委、国务院总理温家宝：“企业要在激烈的市场竞争中立于不败之地，就必须创造名牌产品”。名牌就是质量，就是效益，就是竞争力，就是生命力。追求名牌就是追求卓越。拥有名牌的多少，还是一个国家经济实力的象征，是一个民族整体素质的体现。名牌不仅是一个企业、一个地区的财富，而且是整个国家和整个民族的财富，世界未来的竞争就是知识产权的竞争，集中表现在一流的技术、一流的产品。一个企业拥有名牌产品，就等于拥有了聚集财富的聚宝盆。希望全国有更多的名牌走向世界。我国要从实现国家繁荣昌盛和民族伟大复兴的战略高度出发，加快培育更多世界级企业和世界级品牌。引导和鼓励海尔等优秀大企业向更高水平发展，争创世界顶级品牌。 二、活动概述 （一）主题词：彰显文化力量提升品牌价值 主题词解析：文化是品牌的灵魂。德国奔驰、美国IBM、可口可乐、中国的茅台、全聚德、王老吉等品牌不但屹立百年不倒，而且在在激烈的市场竞争中越战越勇，铁打的市场流水的品牌，支持这些品牌之树长青的秘诀，无疑都是其独特深厚的文化。中国经济总量虽高居世界第二，但这具高大的身体中，却缺乏强有力的筋骨的支撑，这些筋骨，就是充满竞争力的企业和深厚文化底蕴的品牌。 （二）本次活动评选“中国最具文化内涵品牌”，旨在通过广大网民的广泛参与，宣传民族品牌，树立中国品牌发展的标杆，探寻文化在企业品牌建设中的路径，为更多中国企业创建品牌提供借鉴经验。 活动以《新华月报》为平台，联合权威媒体、行业协会、学术机构、企业家组织十多家机构共同打造。活动起点高、持续时间长、传播力度大、覆盖范围广。 三、活动地点及时间 （一）地点：广州 （二）时间：2012年1月6日——2012年9月6日 四、奖项设置 “东方飞龙-中国最具文化内涵品牌奖”。 五、参评对象 参选品牌应具有深厚独特的文化内涵，在网民中拥有较高的关注度、美誉度和公信力。
常用英语介词用法小结 逆着 We sailed against the wind. 我们逆风行船。 Drug taking is against the law. 吸毒是违法的。 反对 We won our match against that team. 我们在比赛中赢了那个队。 No one is against this proposal. 没有人反对这个提议。 靠着，依着 to lean against the wall 靠着墙 与…成对照 The picture looks better against the light wall. 这幅画挂在浅色的墙上显得更美。防备；防御 against a rainy day 防备雨天 We are all taking medicine against the flu. 我们都在服药预防流感。 以…相抵 income against expenditure 以收抵支 与…相反 against my better judgment 与我的判断相反 在…里，在…附近 at the market 在市场 at our destination 在我们的目的地 出现在…一面；在或接近某一位置 always at my side 总是站在我一边 at the center of the page 在页码中央 向，朝向 Questions came at us from all sides. 从四面八方向我们涌来的问题 出席 at the dance 出席舞会 在…期间 at the dinner hour吃饭时间 at a glance转瞬间 在某一状态或状况下 at peace with one's conscience. 心安理得 在某一活动或某一领域内 skilled at playing chess精于棋艺 good at math擅长数学. 在某一点到达或运用比率、限度、或数量 at high speed以高速 It flies at about 900 kilometers an hour. 它以每小时900公里的速度飞行。 at 20 paces 在二十步处 at 350F 在华氏三百五十度时
浅谈文化内涵对品牌的影响力 ——中国珠宝业发展的现状与展望 随着我国现代化进程的日新月异，国民生活水平逐渐提高，大众对于珠宝的需求与日俱增，这推动了珠宝行业的蓬勃发展；然而，大多民族珠宝品牌缺乏文化内涵的弊端日益显现。国际珠宝大品牌拥有他们所特有的文化内涵，成就了他们的高溢价能力；最终，民族珠宝品牌只能处于价值链的不利位置，大多只能在中低端市场游走，并通过压缩利润空间来谋求市场中的一席之地。 珠宝品牌的文化内涵，是品牌的个性或价值观，它能让人联想到该品牌有别于其他品牌的某种属性，或质量，或技术、设计等；它所传输的价值观，能使消费者形成心理认同。比如说一提及钻石就容易联想到“钻石恒久远，一颗永流传”，这正是国际珠宝大品牌De Beers所独有的品牌文化内涵。在这一方面，周生生、通灵珠宝以及百年宝诚等民族珠宝品牌紧随国际品牌的步伐，淬炼其品牌文化内涵魅力，在艰难的竞争环境中得以发展得欣欣向荣，这种对品牌文化内涵的重视值得后来者借鉴。 周生生，名称的由来并不只单单为了突出其品牌创始人的姓氏，它还是品牌slogan“周而复始，生生不息”的核心凝练。它向其受众人群传达了一种不断开拓创新的品牌精神，一种奢华中透着质朴的恒久之美。同时这也是周生生塑造自身产品的特点，品质优雅，经得住时间的打磨，历久弥新。这与受众人群追求永恒之美的心理诉求不谋而合，更能激发受众情感共鸣，从而加深受众对品牌的忠诚度。 通灵，一提及这一品牌就容易联想到它所传输的“为下一代珍藏”理念，呈现着非常强的情感诉求。通灵将这一理念融入品牌文化之中，将它形成一种定向的传播，一种价值观的输出，为的是让客户形成一种心理认同，形成一种通灵珠宝所特有的商品属性。 百年宝诚，以“唯信任，难辜负”为品牌理念，践形“言行必果”，用行动传承博大精深的中国传统美学，将信誉烙印在品牌文化的内涵之中，将信誉錾刻在客户的心里，得以收获客户回馈的信任，周而复始，方得长久兴旺。 综上所述，品牌的文化内涵应有利于品牌价值观的输出，有利于品牌个性的