中文摘要：

品牌的意义在于创造与界定消费者的自我概念。作为品牌．消费者关系的基石，半个世纪以来，品牌意义受到西方营销学者的持续关注。本文围绕品牌意义的形成、测量与创新这些核心研究领域对相关文献进行了疏理和评介，并探讨了现有研究的不足与对国内企业的启示。

英文摘要：

The meaning of a brand is that it can create and define self-concept of the consumer. As representation of brand-consumer relationship, it has attracted continual attention of Western scholars for the past 50 years. This paper gives a review of formation, measurement and innovation of brand meaning. Then it discusses the deficiencies of existing research, followed by some suggestions for domestic enterprises in China.