企业品牌内涵及其生成模式

The Connotation and Pattern of the Enterprise Brand

中文关键词:  品牌内涵  品牌要素  品牌构建

英文关键词:brand connation  brand elements  brand construction

中文摘要:

      品牌是蕴含着企业与消费者之间互动关系的综合性范畴,它由基础要素、传播要素、个性要素和外部关系要素构成,品牌建设应坚持以企业文化为导向,以品牌资产提升为原则,以顾客关系为核心,以产品功能为基础,以营销为纽带,形成各要素的相互融合和良性互动。

英文摘要:

      The brand is a comprehensive category which contains the interactive relationship between enterprise and consumers. It is composed of basic elements, dissemination elements, individual elements and the elements of external relations. Guided by the brand culture, the brand construction should adhere to the principle to promote the brand assets and center on the relations with consumers, based on the product function and with marketing as a ligament, to form the mutual integration and sound interaction of all elements.