中外国际化企业品牌管理比较研究

摘要

品牌作为企业一项重要的无形资产，是企业持续经营的核心竞争力。然而，很多本土国际化企业由于缺乏对品牌管理的全面认知，在快速扩张中并未做好管理，致使企业信任危机时有发生。通过对国内外知名企业进行比较分析，提出本土国际化企业如何进行品牌管理的建议。%The brand is an important intangible asset of enterprises,and it is the core competitiveness of enterprises sus-tainable management.However,because of the lack of comprehensive understanding of the brand management,many do-mestic international enterprises did not do well in brand management in the rapid expansion,resulting in the enterprise trust crisis.This article is concentrated on comparing domestic international enterprises with the foreign ones and how to manage the brand well.