品牌形象是品牌管理的核心

市场中商家之间的竞争正日益从有形因素向无形因素转移，品牌竞争就是目前市场竞争的焦点。但是，品牌本身有自己的规律，需要细心管理，方能成为企业新的竞争利器；而品牌管理的核心在于品牌形象系统的建立、维护和发挥其作用。品牌形象的塑造要从产品质量等多方面入手。

Brand Identity as the Core of Brand Management

The competition among companies has been transferring from tangible to intangible factors and brand is a new focus of competition. Brand must be carefully managed since it has its own law, otherwise it can not become a sharp competitive edge. The center of brand management is how to build, maintain, and exploit the brand identity system which can be set up from such resources as quality, meaningful name, characters and symbols, geographic area and history, and advertisement.