CAJ | 학술논문

企业品牌的一般概念就是冠以企业名称的品牌，这一认识是不够全面丰富的，企业品牌不仅仅是以企业名称命名的品牌，它同时也是企业自身的代表，有着产品、文化和市场价值的不同角度的内涵。其中产品是企业品牌的基础，具有不同的表现模式；文化层面的企业品牌渗透在产品之中，有着高于产品层面的内涵；市场价值则是企业品牌内涵的终极表现。
기업품패적일반개념취시관이기업명칭적품패，저일인식시불구전면봉부적，기업품패불부부시이기업명칭명명적품패，타동시야시기업자신적대표，유착산품、문화화시장개치적불동각도적내함。기중산품시기업품패적기출，구유불동적표현모식；문화층면적기업품패삼투재산품지중，유착고우산품층면적내함；시장개치칙시기업품패내함적종겁표현。
The ordinary concept corporate brand is the brand titled with company＇s name. But corporate brand is not only a company＇s name, it also the image of company itself. It has three intentions, which are product, culture and market value. Product is the foundation of corporate brand,which has different display modes. The view of cultural corporate brand lies in the products, and it has a further intention than the product. The market value is the ultimate performance of corporate brand＇s intention.