随着经济的发展和人们生活水平的提高，物质产品日益丰富，企业的竞争也已由单纯的产品生产和服务的竞争，转向品牌之间的竞争，品牌在企业发展中的作用日益凸现。近年来，外国的品牌不断涌入国内，在中国市场上正和国内产品进行一场品牌之战。文章从产品、文化和市场价值三个方面阐述了企业品牌的内涵，分析了中国品牌建设的现状及其存在的主要问题，针对这些问题，文章从品牌战略意识、产品创新，多元化经营以及品牌法制建设等四个方面探讨了如何改变中国品牌弱势的现状。

With the development of economy and improvement of life, range of physical products is expanding; at the same time, the competition between enterprises is turning from battle of production and service into the battle of brand. The influence of brand on the development of enterprise is more and more obvious. Recently, the foreign brand is swarming into China, seriously threatening the survival of national brands. Inspired by this fact, this paper will illustrate the meaning of brand from three aspects: products, culture and value of market, and then analyze the current situation and main problems of Chinese brand building. Finally, based on the analysis, this paper will probe into four sides: consciousness of brand building, innovation of production, diversity of operation and enforcement of law system on brand building, to discuss how to strengthen the power of national brands.