品牌反映了企业的核心价值观,企业必须通过品牌获得消费者的认知和认同,进而赢得市场竞争优势。这样,品牌就被赋予了超量的文化价值,甚至被赋予了某种人格与生命。因此,企业品牌建设是企业培育核心竞争力、提升企业文化力的必由之路。 Brand reflects the core values ​​of enterprises, enterprises must obtain consumer awareness and recognition through the brand, and thus win the market competitive advantage. In this way, the brand is endowed with excessive cultural value and even given some kind of personality and life. Therefore, corporate brand building is the only way for enterprises to cultivate their core competitiveness and enhance their corporate culture.