品牌,通常指企业对其提供的货物或劳务所指定的名称、术语、记号、象征、设计或其组合,主要供消费者识别之用。它包括两大部分:一是名称,指品牌中可用语言称呼的部分;二是形象标志,指品牌中可以被识别但不能用言语称呼的部分,如符号、设计、色别等。浙江沪杭甬高速公路股份有限公司从成立伊始,就在“沪杭甬”品牌的创建上 Brand, usually refers to the goods or services provided by the enterprise name, term, symbol, symbol, design or combination, mainly for consumer identification purposes. It consists of two parts: First, the name refers to the part of the language available in the brand name; Second, the image of the sign that can be identified in the brand but can not be addressed in words such as symbols, design, color and so on. Zhejiang Shanghai-Hangzhou-Ningbo Expressway Co., Ltd. from its inception, in the “Shanghai-Hangzhou-Ningbo” brand creation