品牌就是信誉,就是市场,就是竞争力。在当前国际经济全球化背景下,品牌成为企业赢得市场的关键,品牌战略也成为提升企业竞争力的重要法宝。本文通过对品牌战略内涵的阐述,探讨了实施品牌战略在企业发展中的重要性,并对企业如何构建品牌战略提出若干建议。 Brand is credibility, is the market, is competitive. In the current context of international economic globalization, the brand has become the key for enterprises to win the market. Brand strategy has also become an important magic weapon for enhancing the competitiveness of enterprises. In this paper, we elaborate on the connotation of brand strategy, discuss the importance of implementing brand strategy in the development of the enterprise, and put forward some suggestions on how to build the brand strategy.