“品牌是世界上最值钱的不动产,是消费者脑中的一个角落”,这句市场营销界的经典明言,前半句强调了品牌的价值,后半句点出了品牌的本质。现代竞争中,产品本身的有形竞争逐渐被由产品及其他多种要素综合的品牌的无形竞争所取代。品牌越来越成为企业间竞争的核心要素,甚至成为决 “The brand is the world’s most valuable real estate, is a corner of the mind of consumers,” the classic marketing statement, the first half of the sentence emphasizes the value of the brand, the latter half of the point of the essence of the brand. In the modern competition, the physical competition of the product itself is gradually replaced by the intangible competition of products and other brands integrated by many factors. Brands are increasingly becoming core elements of competition among enterprises and even become the deciding factor