自主品牌通常是指由企业自主开发,拥有自主知识产权的品牌。在世界品牌实验室编制的2015年度(第十二届)《世界品牌500强》中,美国占据500强中的228席。中国虽有31个品牌入选,但与美国相比只占其13.6%。相对于13亿人口大国和世界第二大经济体,中国品牌显然还处于“第三世界”。纵观我国企业品牌发展的情况,不难发现中国自主品牌存在缺乏品牌创新能力、缺乏品牌美誉度与忠诚度和缺乏品牌 Self-owned brand usually refers to the independent development by the enterprise, with independent intellectual property brand. In the 2015 (twelfth) World Brand 500, compiled by World Brand Labs, the United States occupies 228 of the top 500. Although 31 brands are selected in China, only 13.6% of them are compared with the United States. Relative to the 1.3 billion population and the world’s second largest economy, the Chinese brand is clearly still in the “third world.” Looking at the development of China’s corporate brand, it is not difficult to find that there is a lack of brand innovation capability, lack of brand reputation and loyalty and lack of brand in China’s own brand