企业品牌是品牌理论发展中新的一个分支,是企业品牌管理的核心。企业品牌着眼于企业整体,立足于战略,包含了企业形象、企业文化、企业价值、利益相关者关系、社会责任等要素。本文通过文献导读,给出了企业品牌的内涵、要素以及与产品品牌的差异,并在企业发展周期理论的基础上讨论了企业品牌的打造。 Enterprise brand is a new branch in the development of brand theory, which is the core of enterprise brand management. Corporate brand focus on the overall business, based on the strategy, including the corporate image, corporate culture, corporate value, stakeholder relations, social responsibility and other factors. Through the introduction of the literature, this paper gives the connotation, elements and the differences between the brand and the brand, and discusses the building of the brand on the basis of the theory of the enterprise development cycle.