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作者在阐述了“名牌”、“名牌意识”及“名牌战略”的基本涵义的基础上，分析并澄清了我国当前名牌意识中的几个误区。紧接着，作者深入分析了在市场竞争中树立牢固的名牌意识的重要性和紧迫性。作者认为，名牌产品是高质量、高信誉度、高市场占有率、高经济效益的、集中体现。世界市场竞争的终极是品牌竞争。但是，我国的一些地方、一些企业为获取眼前利益．不惜丢掉自己的名牌，导致大量外国名牌商品的涌入，严重损害了我国名牌的树立，给我国经济的长远发展造成了严重影响。为此，作者疾呼：国家、社会，尤其是企业，在市场竞争中要牢固树立保护和创造我国自己的名牌的意识。
The author analyzes and clarifies several misunderstandings in China’s current brand awareness based on the basic meanings of “brand name”, “brand awareness” and “brand strategy”. Then, the author deeply analyzed the importance and urgency of establishing a strong brand awareness in the market competition. The author believes that brand-name products are characterized by high quality, high credibility, high market share, and high economic efficiency. The ultimate competition in the world market is brand competition. However, in some places in our country, some enterprises have obtained immediate benefits. The loss of their own brand names has led to the influx of a large number of foreign brand-name products, which has seriously damaged the establishment of China’s brand names and has caused serious impact on the long-term development of China’s economy. To this end, the author shouts that the state, society, and especially enterprises, must firmly establish the awareness of protecting and creating China’s own brand name in the market competition.