论述了品牌的概念及对生产经营者的作用,在此基础上结合企业战略的三个层次论述了企业品牌战略的意义。认为品牌的持久含意在于其价值、个性和文化;品牌战略已成为现代企业战略组合的核心,能起到统领企业各项工作的作用。 Discussed the concept of brand and the role of the producer and trader, on the basis of which the significance of corporate branding strategy was discussed in combination with the three levels of business strategy. Think of the lasting meaning of the brand lies in its value, personality and culture; brand strategy has become the core of the modern business strategy portfolio, can play a leading enterprise of the role.