Abstract
Self-owned brand reflects the national innovation. It is the essence of national culture and the hope of China economy. At present, the construction of self-owned brand in China faces a lot of problems, such as the small quantity of brands, the weak brand consciousness, the lack of brand-protection consciousness, the short life cycle of brand, the less added value, and the poor competence. In order to cultivate China’s self-owned brands, we should improve the brand loyalty, create brand association, execute brand innovation, enhance brand protection, and stress on the effect of government.
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