塑造民族品牌个性 ,建立品牌资产是中国企业所面临的一项十分紧迫的任务。本文从万宝路的品牌路线入手 ,提出品牌个性是品牌资产的核心 ,统帅品牌的标识和形象。又从心理学和经营的角度加以论证 ,指出当前关于创立民族品牌的种种误区 ,按品牌沟通层次分为三种典型表现 ,并对塑造民族品牌个性提出几点建议。 It is a very urgent task for Chinese enterprises to shape the national brand personality and establish brand equity. This article starts from the brand line of Marlboro, proposes that brand personality is the core of brand equity and the logo and image of commanding brand. From the perspective of psychology and management, this paper argues that the current misunderstandings about the establishment of national brands are divided into three typical types according to the level of brand communication, and some suggestions are put forward on shaping the personality of national brands.