对于企业来说品牌是最重要的,我们经常讲企业核心竞争力,核心竞争力究竟是什么?大家可以说技术、特别是专利技术、是特定产品、特定服务都有可能成为核心竞争力要素,但是最最核心竞争力就是品牌,核心竞争力有三个评判标准:有价值、不易被抄袭模仿、要有持续竞争力。专利不是核心竞争力,因为专利受保护有年限,另外现在模仿能力太强,以前模仿能力最强的是日本,现在世界上不得不公认模仿能力最强已经转移到中国。所以企业核心竞争力就是品牌,第一品牌有价值、第二品牌永远受保护、第三品牌能持续创造更多的价值。佳士得现在跟中国商学院开 For the enterprise brand is the most important, we often talk about the core competitiveness of enterprises, the core competitiveness of what? We can say that technology, especially patented technology, is a specific product, specific services may become the core competitiveness of the elements, However, the most core competitiveness is the brand, core competence has three criteria: valuable, not easy to imitate copying, there must be sustained competitiveness. Patents are not core competencies, because patents are protected for years, and now they are too powerful to imitate. In the past, Japan was the most able to imitate, and now the world has to admit that the strongest imitation has been transferred to China. Therefore, the core competitiveness of enterprises is the brand, the first brand is valuable, the second brand is always protected, the third brand can continue to create more value. Christie’s now open with China Business School