本文以哈根达斯为研究对象,通过调查问卷与数据分析的形式,从消费者的体验与评价的角度,探究哈根达斯的文化标志性的塑造与消费者诉求之间的联系。研究结论表明:品牌文化标志性对于消费者评价有很大的影响,它可以左右消费者对于该品牌的看法与认知,并在一定程度上影响其购买决策。 In this paper, Haagen-Dazs is the object of study, through the form of questionnaires and data analysis, from the perspective of consumer experience and evaluation, explore the connection between Haagen-Dazs cultural landmark and consumer demand. The conclusion of the study shows that the brand culture iconicity has a great impact on the consumer evaluation, which can influence consumers’ perception and cognition of the brand, and to a certain extent influence the purchasing decision.