品牌建设是当前企业运营中的一个重要话题,如何通过品牌塑造和建设改善市场营销工作并最终增强企业核心竞争力,是学术界和企业都在思考的核心问题。但品牌作为一个舶来的概念,中国企业对其本质的认识还需要一个完善的过程。在这样一个从学习到认识再到实践的过程中,必然会出现许多问题,发现和解决品牌建设中的误区对我们企业来讲有着极为现实的意义。 Brand building is an important topic in the current business operation. How to improve the marketing work through brand building and construction and ultimately enhance the core competitiveness of enterprises is the core issue for both academia and enterprises. However, as a concept of imported brand, Chinese enterprises still need a perfect process of understanding their essence. In such a process from learning to knowing to practice, many problems inevitably arise. It is of great realistic significance for us to find and solve the errors in brand building.