一个品牌从产生到实现并且对外传播,必定要经历命名和视觉实现这两个关键步骤,本文对国际品牌中比较成功的品牌案例作了理论上的分析、归纳和总结,得出其成功的主导原则,即不论在命名还是形象设计方面,文化原则、群竞原则、审美原则、法律原则都是缔造一个国际化品牌所应遵循的指导原则。 A brand from production to realization and external communication must go through nomenclature and visual realization of these two key steps. This article makes a theoretical analysis of the successful brand cases of international brands, summarized and concluded that the success of the leading The principle is that no matter in naming or image design, cultural principles, group competitive principles, aesthetic principles and legal principles are the guiding principles to be followed in building an international brand.