企业品牌建设及其战略运用研究

品牌与商标既有联系又存在区别。品牌是企业连同其提供的产品或者服务在消费者心目中的总体印象、形象。品牌建设是提升我国企业发展水平的战略选择，也是我国企业获得市场竞争优势不可或缺的内容和必由之路。我国企业品牌建设应高度重视品牌战略的实施，尤其应在品牌定位、品牌形象、品牌营销和品牌推广方面着力，同时重视运用知识产权制度的功能和特点，以创新产品和市场为重要支撑。

A Research on the Construction of Brand for Enterprises and Its Strategic Application

There exist relations and distinctions between the concept of brand and trademark. Brand is exactly the overall impression and image in the minds of consumers provided along with its products or services by enterprises. The construction of brand is not only a strategic choice of China which aims at enhancing the level of corporate development, but also the only way of obtaining competitive advantage for enterprises in China. The construction of brand shall attach great importance to the implementation of brand strategy, especially in brand positioning, brand image, brand marketing and brand promotion. Meanwhile, the application of functions and features of the intellectual property system should never be neglected, which operates with innovative products and markets for important support.