品牌不仅是一个企业、一个行业的经济象征,也是一个行业乃至一个区域的文化符号和形象表征。品牌文化中有三个基本问题:品牌定位要准确,品牌传播要到位,品牌管理要持久。品牌由于受企业内部和外部条件和环境的影响,也存在一些显见和隐形的风险,企业需要在品牌意识和科学的品牌管理中给予规避和化解。 Brand is not only an enterprise, an economic symbol of the industry, but also a cultural symbol and image of an industry and even a region. There are three basic issues in brand culture: brand positioning to be accurate, brand communication in place, brand management to be lasting. As the brand is affected by the internal and external conditions and environment of the enterprise, there are some obvious and invisible risks. Enterprises need to circumvent and resolve brand awareness and scientific brand management.