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随着经济全球化在世界范围内不断发展,不同国家企业之间的地理障碍被削弱或排除,这意味着企业新一轮竞争的焦点是全球性的,企业的品牌建设既要有地域特点,又要适应全球化趋势,建立全球品牌。据联合国工业计划署统计,全球共有8.5万个品牌,其中占全球品牌不到3%的世界著名品牌,却占据着全球市场的40%以上的规模和50%的销售额。这些世界著名品牌一方面引领着企业的发展,影响着人们的生活方式和价值观,另一方面也影响着世界经济格局,决定着一个国家的国际竞争力。
With the continuous development of economic globalization in the world, the geographical obstacles between enterprises in different countries have been weakened or eliminated. This means that the focus of the new round of competition in enterprises is global, and the brand building of enterprises requires both geographical features, But also to adapt to the trend of globalization and establish a global brand. According to statistics of the United Nations Industrial Development Program, there are 85,000 brands in the world, of which less than 3% of global brands occupy world-famous brands, accounting for more than 40% of the global market and 50% of sales. On the one hand, these world famous brands lead the development of enterprises, affecting people’s life style and values, on the other hand, they also affect the world economic pattern and determine the international competitiveness of a country.