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品牌文化是企业在长期经营中累积而成的文化积淀,代表了企业和消费者的情感归属、利益认同,是企业形象与员工形象的整体展现。企业工会在企业品牌战略的树立和强化中,应发挥积极的作用,明确工作原则,开展有效的企业品牌战略建设工作。从企业文化建设的角度讲,品牌文化是企业文化的外在表现形式,而企业产品和企业提供的服务就是企业品牌战略的极其重要的物质载体。在全球经济一体化竞争日趋激烈的情况下,加强
Brand culture is a cultural accumulation accumulated in long-term management of enterprises. It represents the emotional affiliation and recognition of interests of enterprises and consumers. It is the overall demonstration of corporate image and employee image. In the establishment and strengthening of enterprise brand strategy, the enterprise unions should play an active role in clarifying working principles and developing effective corporate brand strategy. From the perspective of building an enterprise culture, brand culture is the external manifestation of the corporate culture, and the services provided by the enterprise products and enterprises are the extremely important material carriers of the enterprise brand strategy. In the increasingly fierce global economic integration, the situation intensified