企业在国际化经营及持续性发展过程中,必须重视自身价值的品牌塑造。“品牌”是企业或品牌主体一切无形资产总和的全息浓缩,而这一“浓缩”又可以特定的“符号”来识别;它是主体与客体,主体与社会,企业与消费者之间相互作用的产物。一个品牌的建设应该包括品牌资产、品牌识别、品牌结构、品牌定位、品牌形象、品牌文化和品牌延伸等。 Enterprises in the international operation and sustainable development, we must attach importance to their own brand building. “Brand ” is the holographic concentration of the sum of all the intangible assets of the enterprise or brand, and this “concentration” can be identified by a specific “symbol”; it is the combination of subject and object, subject and society, The product of interaction between consumers. A brand building should include brand equity, brand recognition, brand structure, brand positioning, brand image, brand culture and brand extension.