本课题为消费升级、企业增长转型、中国制造形象提升、数字化挑战提供品牌战略借鉴，实现国际理论创新。共分六个子课题。我们从中国品牌文化象征性与文化资产切入，研究中国品牌应该传递的文化价值观，从而打造中国象征性品牌。再从宏观层面，先研究扭转国内消费者国产品牌偏恶的社会变革信仰体系并从企业和国家两个层面寻找驱动因子；接着研究从企业产品创新和国家道德形象两个层面激发海外消费者对“中国制造”的正面情感和评价的机制与战略。在微观层面，关注领先企业的品牌延伸战略和品牌升级战略，促进知名企业可持续发展和提升品牌供给；还要研究中小型要素生产商自主品牌机会识别模型和产业集群品牌无形资产形成及其对单个企业产品的影响机制。面对数字背景，本项目研究企业的品牌战略创新，含品牌建设新理念、品牌临场感与体验感、产品场景式陈列和在线社区幸福感。最后研究科学的品牌评价体系的理论问题。本项目旨在实现和推动显著的国际理论创新。

This project will offer theoretical insights and marketing strategies for the challenges brought by the increased consumption criteria and the more intellectual growth of business. We will study the cultural icon of China brands and strategies to build such icons. We will examine what factors from private companies and public sectors can help promote China consumers to build beliefs in domestic brands. How product innovations and country morality can inspire overseas consumers' positive emotions and decrease negative emotions toward China and then push the image of Made in China upward in the international markets. The established China companies should excavate the brand equity to sustain healthy growth in the long term but the small and medium-sized enterprises should transform from producing commodity to brand products. Also, we will explore new theories or strategies for building brand in the digital era. This project aims to make series of theoretical contributions in the international scope and offer innovative marketing implications for the marketing practices in China market.