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This book studied the themes of brand culture, corporate culture and the relationships that unite them. Thus, it was able to answer the problem of integrating a forgotten brand culture within a company in order to redeploy it. Through the analysis of the study field of an industrial SME, and with the help of the theories developed on these themes, we were able to answer the numerous questions raised by this problematic. First of all, the brand's heritage was defined. This heritage was then used to propose an integration strategy within the company. Finally, we laid the foundations for the deployment of brand culture in order to position the brand as a cultural leader.