品牌创新的文化效应刍议

The brand innovation＇s cultural effect hay discusses

在经济全球化、国际竞争日趋激烈的新形式下，品牌的培育与发展已经成为各国进行经济扩张和提升国际竞争力的重要战略措施。为了保持品牌的持久活力，就要对品牌进行时时更新，即要进行品牌创新。提升企业的品牌竞争力，已经成为企业致胜的关键，而提升企业品牌竞争力的关键在于品牌创新。本文以现有品牌理论为基础，首先界定了品牌创新效应的含义，具体分析了品牌创新的必要性，然后分析品牌创新所带来的文化效应，从产品文化效应、企业文化效应、社会文化效应三方面进行进一步的分析，最后提出了提升品牌创新文化效应的建议。从文化效应的角度，对品牌创新有了一个深刻的认识和理解。

Under the economic globalization, the international competition day by day intense new form, the brand cultivation and the development already became various countries to carry on the economic expansion and the promotion international competi- tiveness important strategic measure. In order to maintain the brand the lasting vigor, must carry on to the brand renews at times, namely must carry on the brand innovation. The promotion enterprisers brand competitive power, already became the key which the enterprise sends wins, but promotes the enterprise brand competitive power the key to lie in the brand innovation. This article take the existing brand theory as a foundation, first has limited the brand innovation effect meaning, the concrete study brand innovation＇s necessity, then the analysis brand innovation has brought the cultural effect, from the product culture effect, the enterprise culture effect, the social culture effect three aspects carries on the further analysis, finally put forward the promotion brand innovation culture effect proposal. From the cultural effect＇s angle, had a profound understanding and the understanding to the brand innovation.