品牌建设在企业发展中的作用日益明显,塑造品牌、强化品牌已成为企业发展的重中之重。但在具体建设品牌的过程中,却存在诸多问题,包括品牌规划缺乏长远意识、品牌定位模糊、品牌核心价值空洞无物等,而解决问题的良方则是加强品牌管理。本文拟就品牌建设中存在的问题引起企业的高度关注,并将品牌管理的作用和组织方式推而广之,使品牌建设更好的为企业服务。 The role of brand building in the development of enterprises has become increasingly evident. To shape the brand and strengthen the brand has become the most important factor in the development of the enterprise. However, there are many problems in the process of brand building, including the lack of long-term brand planning awareness, ambiguous brand positioning and the lack of brand core value. The solution to the problem is to strengthen brand management. This article intends to cause problems in the brand-building caused great concern to the enterprise, and the role of brand management and organization of a wide range of ways to make the brand building a better service for the enterprise.