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该文以传播学的观点考察当前经济领域里的名牌战略，包括三方面内容：（1）从本质上看，名牌战略是一种传播行为。在这一过程中，品牌作为个性化的产品符号，其形象成为沟通作为传播者的企业和作为接受者的消费者两大系统的核心，发挥着“名牌效应”。（2）从传播方式上看，名牌战略是整合性营销传播（IMC），需借助多元化的手段和全方位的渠道，使品牌形象顺利通过消费者的心理“黑箱”，从而达到传播的目的。（3）分析了当前名牌战略传播中存在的一些误区，主要有忽视产品质量问题、名牌评比问题和品牌命名注册问题，并提出了相应的解决方法。
This article examines the brand strategy in the current economic field from the point of view of communication, including three aspects: (1) In essence, brand strategy is a kind of communication behavior. In this process, the brand as a personalized product symbol, its image has become the core of the two systems of communicating as the communicator and the consumer as the recipient, playing a “brand-name effect.” (2) From the perspective of communication methods, the brand-name strategy is Integrated Marketing Communication (IMC), which requires the use of diversified means and all-round channels so that the brand image can smoothly pass through the “black box” of the consumers’ psychology, thus achieving the purpose of communication. . (3) Analyzed some misunderstandings in the current strategy communication of famous brands, mainly including neglecting product quality issues, name brand evaluation issues, and brand naming registration issues, and proposed corresponding solutions.