在消费时代,品牌不仅具有使用价值,而且更为重要的是品牌的审美价值。本文从“日常生活审美化”这一理论入手分析了在消费时代品牌是审美价值存在的重要载体,进而由浅入深地分析了品牌的识别价值、情感价值和体验价值。品牌的审美价值实现了审美与功利、精神追求与感官享乐的统一,是美学价值的重要“回归”。同时,品牌对欲望、低俗趣味的迎合则需要积极的审美价值评判标准的构建。 In the consumer age, the brand not only has value, but more important is the brand’s aesthetic value. From the theory of “aestheticization of daily life”, this paper analyzes the brand as an important carrier of aesthetic value in consumer age, and then analyzes the brand’s identification value, emotional value and experience value from shallow to deep. The aesthetic value of the brand realizes the unity of the aesthetic and the utilitarian, the spiritual pursuit and the sense of pleasure, which is the important “return ” of aesthetic value. At the same time, the brand to meet the desire, vulgar taste is the need to establish a positive aesthetic value of the evaluation criteria.