在物质生产过剩的今天、商标毫无疑问已经成为同类产品之间相互区分的主要标志，我们已鲜进人品牌消费的时代。然而，在塑造品牌的潮流中，有一种“形象至上”的伪品牌形象理论使许多商家吞下苦果。这种理论认为品牌的塑造可以脱离物质载体--产品以及消费者队中获得的利益来凭空? Today, there is no doubt that trademarks have become the major hallmarks of the distinction between similar products. We have entered an era of brand consumption. However, in shaping the trend of the brand, there is a “image supreme ” pseudo-brand image theory so many businesses swallow bitter fruit. This theory holds that brand building can break away from the benefits of material carriers - products and consumer teams.