品牌时代的到来，为整个社会带来了巨大的变革。经济全球化的今天，全球市场

品牌时代的到来，为整个社会带来了巨大的变革。经济全球化的今天，全球市场一体化，但这对于所有市场竞争者来说未必都是福音。经济全球化下的竞争更多地体现在强者博弈、名牌的对决之上，即跨国公司及其所拥有的品牌之间的竞争。由此观之，要想在经济全球化的战场上冲出重围，品牌建设是势在必行。本文将从品牌的基本概念出发，进而讨论品牌资产的构成要素。接着将介绍三个较为传统的塑造品牌的手段并将做深入比较，剖析公共关系在品牌建设中的特殊作用。最后，论文则从实践的角度，提出在现实中运用公共关系手段进行品牌形象塑造的原则与策略。

結果 (英文) 1:

Brand arrival times for the whole society has brought great change. Economic globalization, global market integration, but not necessarily all of the gospel is for all market players. Competition under economic globalization more reflected on the strong game, designer showdown that multinationals and competition between brands owned. From this perspective, in order to break loose on the battlefield of economic globalization, brand building is imperative. This article from the basic concept of the brand's departure, and then discuss the elements of brand equity. Then will introduce three more traditional means of branding and do in-depth comparisonAnalysis of the special role of public relations in brand building. Finally, from a practical point paper proposes the use of public relations tools in the real brand image-building principles and strategies.

結果 (英文) 2:

The arrival of the era of brand, has brought great changes to the whole society. The economic globalization, the integration of global markets, but for all market players are not necessarily the gospel. Under the economic globalization competition more reflected in the battle game, strong brand, namely between the Multi-National Corporation and its own brand competition. From this point of view, to break out in the economic globalization of the battlefield, brand building is to be imperative. This paper will start from the basic concept of the brand, and then discusses the elements of brand equity. Then introduces three more traditional branding means and will do in-depth comparison,Analysis of the special role of public relations in the brand construction. Finally, the paper, from a practical point of view, put forward in reality by means of public relations principles and Strategies of brand image.

結果 (英文) 3:

Coming of age brand, big changes for the whole community. Today, economic globalization, and global market integration, but this may not be for all market players is the Gospel. Greater competition under economic globalization is reflected in the strong showdown game, brand, namely competition between transnational corporations and their brands. Judging, dashed out to the battlefield of economic globalization the siege, the branding is imperative. This paper will proceed from the basic concepts of branding, and discusses elements of brand equity. Then introduces three more conventional means of branding and will do an in-depth comparisonAnalysis on the special role of public relations in brand building. Finally, from the perspective of practice, made in the real world using means of public relations principles and strategies of brand image.