在全球化和数字经济迅速发展的背景下，品牌文化作为企业核心竞争力的重要组成部分，日益受到关注。品牌文化不仅能够帮助企业塑造独特的品牌形象，还能在消费者心智中建立持久的品牌认知和情感联系，从而提高品牌忠诚度。本文基于定位理论，系统分析了品牌文化的发展与品牌竞争力之间的关系。通过梳理相关文献，明确了品牌文化的定义、构成及其对品牌竞争力的影响，同时深入探讨了定位理论如何为品牌文化的发展提供策略支持。研究发现，品牌文化与品牌定位的有效结合，可以显著提升品牌的市场竞争力，使品牌在激烈的市场环境中脱颖而出。文章通过案例分析，展示了成功品牌如何通过定位理论实现品牌文化的创新与发展，为其他品牌提供了有价值的借鉴。本文的研究结果为品牌管理者提供了策略性建议，强调了品牌文化建设与品牌定位之间的协同作用，并提出了未来研究方向，尤其是在不同市场环境下的品牌文化策略调整。

In the context of globalization and the rapid development of the digital economy, brand culture, as an important component of the core competitiveness of enterprises, has received increasing attention. Brand culture can not only help enterprises shape a unique brand image, but also establish lasting brand cognition and emotional connection in the minds of consumers, thereby improving brand loyalty. Based on positioning theory, this paper systematically analyzes the relationship between the development of brand culture and brand competitiveness. By combing through relevant literature, the definition and composition of brand culture and its impact on brand competitiveness are clarified, and at the same time, how positioning theory can provide strategic support for the development of brand culture is deeply explored. The study found that the effective combination of brand culture and brand positioning can significantly enhance the market competitiveness of the brand and make the brand stand out in the fierce market environment. Through case analysis, this article shows how successful brands can achieve innovation and development of brand culture through positioning theory, which provides valuable reference for other brands. The research results of this paper provide strategic suggestions for brand managers, emphasize the synergy between brand culture construction and brand positioning, and propose future research directions, especially the adjustment of brand culture strategies under different market environments.