【摘要】 品牌是商标名称的标识,是一种文化。品牌文化是商品流通过程的外化,高品位的文化是创建和发展品牌不可或缺的要素。品牌文化的表现形式是塑造品牌文化的直观显示,它对品牌及其文化有着重要的影响。现阶段企业的竞争已呈现文化性,体现在品牌竞争上。重视品牌及其文化建设,塑造品牌形象已经成为企业凝聚和提升自身核心竞争力的重要手段。更多还原

【Abstract】 Brand,the ideneification of trademarks,is some kind of culture which is the external form in commodity circulation course.Besides,culture grade of commodity is necessary in establishing and developing brand.Brand culture is important to both brand itself and its culture which have emerged in the competition among enterprises in modern times.Therefore,attaching importance to brand and its culture construction and creating brand images have become primary methods for enterprises to improve its core competency.更多还原