论品牌建设在公司成长中的作用

随着保险业在中国的快速发展，越来越多的保险公司开始重视品牌建设。如何有效地树立品牌，利用品牌优势推动公司的发展并增加公司的价值，是每个为品牌建设进行投入的公司所追求的目标。品牌建设必须与公司整体战略相适应，同时要力求：保持品牌差异，形成品牌竞争力；内外结合，营造品牌氛围；充分利用品牌杠杆，延伸品牌影响；缔造品牌联盟，实现双赢。

Since Chinese insurance industry is now entering a fast phase of development,more and more insurance companies have attached importance to brand building. How to build a company＇s brand efficiently, and then utilize the branding strength to drive the growth of the company as well as add value to the company,is the target of the companies which pay special attention to brand building. Brand budding should fit in the company＇s overall strategy,while it also should aim to keep brand differentiation in order to form brand competence,integrate internal and external factors so as to create brand atmosphere,utilize brand leverage to extend brand influence,and establish brand alliance to achieve win-win situation.