品牌是企业的无形资产,品牌的管理对于企业尤为重要。新形势下市场的竞争主要表现为品牌的竞争,因此,品牌管理的好坏已成为企业经营成败的关键。从品牌的命名、市场定位、形象、延伸、创新、维护、危机、文化与传播等九个方面举例论证品牌管理的方法与策略。 Brand is the enterprise’s intangible assets, brand management is particularly important for the enterprise. Under the new situation, the competition in the market is mainly manifested in brand competition. Therefore, the quality of brand management has become the key to the success or failure of a business. From the aspects of brand name, market orientation, image, extension, innovation, maintenance, crisis, culture and communication, this paper demonstrates the methods and strategies of brand management.