品牌的背后是主体的人,因此品牌首先具有信誉主体性,同时品牌信誉又由作为他者的信任主体建构;如此,便逻辑性地揭示出了品牌本质即信誉主体与信任主体的关系符号达成。作为信誉主体与信任主体的关系符号之品牌,有狭义与广义之分。狭义品牌为人们所常指代的企业或产品品牌,它是由企业或产品之信誉主体与消费者为核心的利益关系人之信任主体共同达成的关系符号。而广义品牌有着丰富的呈现,其中个人品牌、国家品牌作为企业主体不同方向的延伸,其双主体的关系符号也同样逻辑清晰。以品牌即信誉主体与信任主体的关系符号来解读品牌,有望使品牌成为促进社会发展最具有公约数的崇高理念。 The brand is behind the main body of the people, so the brand first of all has the credibility of subjectivity, and brand reputation as the other by the trust of the other main body of construction; so, they logically revealed the brand essence of the credibility of the main body of the trust and the relationship between symbols reached . As a symbol of the relationship between the credibility of the main and the main trust brand, there are narrow and broad points. Narrow brand is often referred to by the people of the enterprise or product brand, which is by the business or product reputation of the core and consumers as the core stakeholders of the trust reached a common sign of the relationship. The broad sense of the brand has a rich presence, of which individual brands, national brands as an extension of the different directions of business entities, the dual subject of the same symbol of the same logic clear. Taking the brand as the symbol of the relationship between credit subject and trust subject to interpret the brand, it is expected that the brand will become the lofty concept with the greatest common divisor for promoting social development.