对比分析公司品牌与产品品牌的优势与不足.doc

摘要：产品品牌是相对产品而言的，有两个方面的含义：一是指产品的名称、术语、标记、等方面的组合体；二是代表有关产品的一系列附加值；所谓公司品牌是指所有权的象征、形象、与核心价值相关的特征、身份证明和购买愉悦，是企业中一种以长期获利为目的的具有稀缺性、持续性、不可侵占性、难以模仿性和难以冲击性的资源。本文通过对品牌相关概念的理解，对公司品牌与产品品牌进行对比分析，针对我国企业在实施品牌战略中存在的问题提出相关建议。

关键词：品牌，公司品牌，产品品牌

Abstract: Product brand is the relative products, which has two meanings: one refers to the product name, terminology, the markers, and other aspects of the combination body. The other represents a series of related products added value. Company brand refers to the ownership of the symbol, image, and the core value of related characteristics, identification and pleasure of purchase .It is the resource of the enterprises, which is dedicated to gaining long-term profit. It is scarcity and persistence and is not aggressive and hard to copy. Bad influence is difficult to give impact on it .Through the understanding of the concept of corporate and product brands and the comparison between them and in view of the problems of China's enterprises in the implementation of brand strategy, this article will give some related suggestions.

Key words: brand, company brand, product brand

　　品牌建设是企业竞争的尚方宝剑，是我国企业成长过程中的必经阶段。产品是工厂里生产的东西，品牌是消费者所购买的东西；产品可以被仿制，品牌却独一无二；产品很快会过时，而成功的品牌却可以永生，所以品牌建设对企业来说至关重要，所以企业必须高度重视品牌建设。企业在进行品牌建设的过程中应认真分析公司品牌和产品品牌的优势与不足，结合企业的实际情况选择合适的品牌策略。通过建设成功的品牌提高企业的核心竞争力，使企业的品牌成为一项重要的无形资产。