实施名牌战略是当前经济领域乃至全社会的热门话题。报刊上论及名牌与名牌战略的文章,有宏篇巨论,有专题探讨。但究竟什么是“名牌”?至今尚未见到令人满意的严谨界定。笔者认为对“名牌”这个概念的理解可能会影响到名牌战略实施中的一系列问题。因此,有必要探讨到底什么是“名牌”。 The implementation of brand-name strategy is a hot topic in the current economic field and even in the whole society. Newspapers and magazines on brand names and brand strategy articles, there are macro articles, a thematic discussion. But what exactly is a “brand name”? So far, no satisfactory strict definition has been reached. The author believes that the understanding of the concept of “brand name” may affect a series of problems in the implementation of brand strategy. Therefore, it is necessary to explore what exactly is a “brand name.”