试论企业的品牌建设

On brand building of corporation

在品牌时代,品牌作为企业的战略性资产,已成为同类产品间最具有个性化和差异化的因素,因此,品牌也成为企业公认的竞争与扩张的利器。本文通过论述品牌建设的重要意义以及品牌建设所涉及的方面,指出了我国企业在这些方面存在的问题,并且提出了关于品牌建设的一些建议。

In the brand era, as corporation＇s strategic asset, brand has become the most personalized and differentiated factor in similar products. Thus, brand has become a recognized weapon by corporations for competition and expansion. This article discussed the significance of brand building and the aspects involved in it, pointed out the problems existed in Chinese corporations and gave some suggests on brand building.