塑造成功品牌是中国企业在与外国品牌激烈对抗中的唯一取胜之道。而成功的品牌是奠定在丰富的品牌含义的基础之上的，它有充实的内涵和多样的表现形式。本文从四个方面探讨了塑造成功品牌的可行之道。一是确立品牌定位，包括它的概念、作用、构成要素和定位要求；二是建立品牌识别系统，涵盖了品牌识别模型的构成要素分析和品牌识别系统的建立；三是构筑品牌个性，研究品牌个性的概念、作用、要素及显示品牌个性的因素；四是塑造品牌形象，对品牌形象的概念和构成进行深入的分析。本文以理论与具体案例相结合的方式，阐述了塑造成功品牌的具体途径，以达到为我国民族品牌事业的发展做些力所能及的探索的目的。

Building successful brand is the only feasible way for chinese enterprises to take advantages over their foreign counterparts. Successful brand has abundant contents and various forms. In this thesis four major ways to achieve successful brand are covered. The first is brand positioning,including positioning concept、function、components and requirements. The second is building brand identification system, in which, identification model and components are discussed. The third is about brand personality. The last one is the analysis of brand image. The thesis also presents some practical facts so that the findings in this article can be cited as an enlightenment for chinese brand development.