一个成功的品牌就是一个成功的关系,企业品牌管理的实质是对品牌与利益相关者的关系进行管理。回顾了品牌关系理论的发展脉络,分析了利益相关者的纳入品牌关系的重要意义和品牌关系产生的根源——利益相关者权利和需求,探讨了品牌价值的来源——利益相关者关系网络中的社会资本,提出了品牌利益相关者关系管理的管理过程、基本原则和相应的管理策略。 A successful brand is a successful relationship, corporate brand management is the essence of brand and stakeholder management. Reviews the development context of the theory of brand relationship, analyzes the significance of stakeholders’ incorporation of brand relationship and the origin of brand relationship - the rights and needs of stakeholders, explores the source of brand value - the network of stakeholders Of social capital, put forward the management process of brand stakeholder relations, the basic principles and the corresponding management strategies.