一、战略性“整体品牌”的内涵品牌是代表企业及其产品、服务的一种名称和标志,藉以表示它们的属性、价值、文化、个性等特征,并影响着顾客对其采取的态度和行为,体现了品牌作为符号的“三位一体”性,即包含对象(企业及其产品、服务)、媒介(名称和标志)、解释者及其解释(企业及其品牌主张、顾客及其品牌感受)。企业将品牌主张(识别)通过整合传播的方式传达给顾客,并根据顾客的品牌感知(形象)的反馈来调整当前的品牌主张(识别),有 First, the strategic “whole brand” Connotation Brand is a name and logo on behalf of business and its products and services, in order to show their attributes, values, culture, personality and other characteristics, and affect the customer to its Attitudes and behaviors that reflect the brand as a symbol of “Trinity”, that is, objects (businesses and their products, services), media (names and logos), interpreters and interpretations (business and brand proposition, customer and / Its brand experience). Enterprises will be brand advocacy (identification) by means of integrated communication to customers, and according to the customer’s brand perception (image) feedback to adjust the current brand proposition (identification), there