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品牌管理是品牌建设中的一项重要任务。企业品牌管理的好坏已成为当今企业经营成败的关键。对中国企业而言,品牌管理落后一直是企业经营的致命弱点。究其原因,这是由于中国企业其原于计划经济,现代企业的管理功能普遍落后,大多数企业至今仍基本处于以销售为导向的经营状态。正如一个年销售额7个多亿人民币的企业老总所说,企业品牌管理搞不起来,主要因为中国没有真正的品牌管理模式,也缺乏精通品牌管理的专业人才所致。另一位在外资公司工作过许多年的市场经理也说．中国企业目前还不具备品牌式管理的土壤。那么,中国企业品牌管理到底难在哪里?业内专家研究认为,中国企业品牌管理难于实现的主要障碍有以下三个方面：
Brand management is an important task in brand building. The quality of corporate brand management has become the key to the success or failure of today’s business. For Chinese enterprises, brand management has always been a fatal weakness in business management. The reason is that this is due to the original plan of the Chinese enterprises in their economy, the management of modern enterprises generally backward, most companies are still basically in a sales-oriented business status. Just as an enterprise manager with annual sales of more than 7 billion yuan said that enterprise brand management can not be pursued, mainly because China does not have a true brand management model and is also lacking in expertise in brand management. Another marketing manager who has worked for foreign companies for many years also said. Chinese enterprises do not yet have the brand of soil management. So, the Chinese enterprise brand management in the end where difficult? Industry experts believe that Chinese enterprises brand management difficult to achieve the main obstacles in the following three aspects: