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分析了建筑施工企业品牌的内涵、品牌形象的建立及建筑企业的品牌定位、品牌聚焦、品牌竞争、品牌传播。对建筑品牌建设,提出从品牌内核、品牌外围建设、品牌联想等三方面着手开展。对建筑品牌的推广,从培育品牌的客户群、培育品牌文化、保护品牌含金量等着手,并提出一个优秀的建筑品牌,要让客户感到放心,让客户在做决策时减少风险。
The connotation of brand of construction enterprise, the establishment of brand image and the brand positioning, brand focus, brand competition and brand communication of construction enterprises are analyzed. Construction of the brand building, put forward from the brand core, brand building, brand associations, and other three proceed. The promotion of building brand, from nurturing the brand’s customer base, cultivate the brand culture, protect the brand gold content and so on, and put forward a good building brand, to make customers feel relieved, so that customers reduce the risk in making decisions.