中国企业所面临的市场竞争已由20世纪80年代单纯的产品竞争形态发展到目前的品牌竞争形态。品牌竞争力的高低不仅成为衡量企业竞争能力大小的关键指标,也成为反映一个国家经济实力强弱的晴雨表。与品牌竞争力形成存在密切关系的四种品牌效应,在一定程度上有利于帮助企业正确认识品牌竞争力的生成机制,为企业制定有效的品牌竞争策略提供有效的理论支持。 Chinese enterprises are facing the market competition from the 20th century 80’s purely product competition form the development of the current brand competition. The level of brand competitiveness not only become a measure of the competitiveness of enterprises the size of the key indicators, but also become a barometer of the strength of a country’s economic strength. The four brand effects that are closely related to the formation of brand competitiveness help to understand the formation mechanism of brand competitiveness to a certain extent and provide effective theoretical support for enterprises to formulate effective brand competition strategies.