目前许多企业、甚至包括一些知名企业,往往仅致力于品牌的打造,而忽视品类的建立,从而导致企业的产品缺乏个性,同质化严重,最终企业为此付出惨重代价。本文认为,要打造品牌,应该首先建立品类,通过品类驱动品牌。为此,本文系统分析了品类与品牌的互动关系,以探索一条打造品牌的新思路。 At present, many enterprises, even some well-known enterprises, often devote themselves solely to brand building while ignoring the establishment of categories, resulting in the lack of individuality and homogeneity in the products of the enterprises, which ultimately result in heavy costs for the enterprises. This article argues that to create a brand, you should first establish a category, driven by the category brand. To this end, this article systematically analyzes the interaction between categories and brands to explore a brand new idea.