企业品牌战略和品牌建设

凝聚着巨大无形资产的品牌,是在国际竞争中获得市场资源优先分配权的强大武器,其价值已从企业延伸到了国家。具有更大影响力、渗透力和竞争力的大品牌,是企业利润最大化和国家竞争力的载体。本文综述了品牌和品牌价值的基本内涵。针对目前企业品牌国际化存在的问题,就企业品牌战略和品牌建设的问题,提出看法和建议。

Enterprise Brand Strategy and Brand Building

Containing much intangible assets, a brand is a powerful weapon for winning the priority of resources distribution in international competition, thus its value has been prolongated from enterprise level to national level. Some magnitude brands with much more force of influence, infiltration and competition, are carriers of national competitive capability and maximization of business profit. Intentions of brand and its value are summarized here. Based on some existing problems about the brand internationalization in our corporations, this article gives some opinions and suggestions on brand strategy and brand building.