文章针对我国企业品牌建设中存在的几个模糊认识问题,明确提出品牌的基本功能是消减消费者的不安全感,品牌建设的实质是在消费者头脑中建立积极稳定的定位,品牌建设的目标是构建持久竞争优势,品牌建设的途径是动态统筹的战略管理。 In view of the several vague issues in the construction of corporate brands in China, the article clearly puts forward that the basic function of the brand is to reduce the sense of consumer insecurity. The essence of brand building is to establish a positive and stable position in the minds of consumers, and the goal of brand building. It is to build a long-term competitive advantage and the brand building approach is dynamic and strategic management.