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、渗透里和竞争力的大品牌,是企业利润最大化和国家竞争力的载体。本文综述品牌、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。

Brand strategy and construction of enterprise

A brand containing much intangible assets is a powerful weapon for winning the priority of resources distribution,and its value has been extended from enterprise level to national level.Big brands with much influencing force,infiltration and competition are carriers of national competitive power and maximization of business profit.This article summarizes basic intension of brand and its value.Aiming at some existing problems about the brand internationalization of some enterprise,some suggestions on brand strategy and construction are put forward.