对于企业而言,品牌是企业的象征和标志,可以将企业产品同竞争者区别开来,形成差异性。有人说在数字媒介时代,品牌神话已破灭。不得不说品牌的神话确实在破灭,但是品牌的作用却从未消失,对消费者和企业仍具有不可估量的作用。笔者将从数字媒介特点、品牌建设价值、互联网下品牌建设几个方面进行论述。 For businesses, the brand is a symbol of the enterprise and the logo, you can distinguish between corporate products and competitors, the formation of differences. Some people say that in the digital media era, brand myths have been shattered. Have to say that the brand’s myth really shattered, but the role of the brand has never disappeared, consumers and businesses still have an immeasurable role. I will discuss the characteristics of digital media, brand building, brand building under the Internet.