当今社会无疑已进入品牌时代。管理大师德鲁克说:“摆在中国各行各业面前最大的问题是怎样做出自己的品牌”。但是人们在以品牌为武器进行营销时却常常走入误区,本文试图通过对品牌运营中出现的误区进行分析,总结出品牌的文化本质,确立正确的观点及方法,由此指导现实的经济工作。 Today’s society no doubt has entered the brand era. Drucker, managing director, said: “The biggest problem facing all walks of life in China is how to make their own brand.” However, people use the brand as a weapon to carry out marketing often go wrong. This article tries to analyze the misunderstanding in the operation of the brand, sum up the cultural essence of the brand, and establish the correct viewpoints and methods to guide the real economic work .