湖南大学学报（社会科学版）
湖南大學學報（社會科學版）
호남대학학보（사회과학판）
JOURNAL OF HUNAN UNIVERSITY(SOCIAL SCIENCE EDITION)
2015年
4期
142-149
,共8页
企业%品牌建设%品牌战略%知识产权
企業%品牌建設%品牌戰略%知識產權
기업%품패건설%품패전략%지식산권
enterprise%construction of brand%brand strategy%intellectual property
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。
品牌與商標既有聯繫又存在區彆。品牌是企業連同其提供的產品或者服務在消費者心目中的總體印象、形象。品牌建設是提升我國企業髮展水平的戰略選擇，也是我國企業穫得市場競爭優勢不可或缺的內容和必由之路。我國企業品牌建設應高度重視品牌戰略的實施，尤其應在品牌定位、品牌形象、品牌營銷和品牌推廣方麵著力，同時重視運用知識產權製度的功能和特點，以創新產品和市場為重要支撐。
품패여상표기유련계우존재구별。품패시기업련동기제공적산품혹자복무재소비자심목중적총체인상、형상。품패건설시제승아국기업발전수평적전략선택，야시아국기업획득시장경쟁우세불가혹결적내용화필유지로。아국기업품패건설응고도중시품패전략적실시，우기응재품패정위、품패형상、품패영소화품패추엄방면착력，동시중시운용지식산권제도적공능화특점，이창신산품화시장위중요지탱。
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 en-hancing 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.
