Abstract:

Construction of corporation culture, brand construction, and the core competitiveness elevation can run parallel in enterprises’ operation Enterprises in China should increase the importance of corporation culture, building up the core values and views of corporation culture, enhancing the ability of independent innovation and brand building, and strengthening the consumers’ confidence to the brand, so as to elevate the core competitiveness of enterprises Also corporation culture should be people-oriented and attach importance to social responsibility

Key words: brand, core competitiveness of enterprises, corporation culture