品牌不仅是一种符号，也是一个符号系统。品牌意义的表象和表达从根本上取决于符号集的共同作用。但已有文献大多集中于检验单一线索（如广告、 命名、标识等）的符号意义感知，或者聚焦于广告和象征性消费，较少关注如何为品牌创建意义。国外文献主要将品牌意义划分为品牌人格、文化意义、价值观、情感和企业形象等五种类型或维度；探讨了品牌符号生产与意义生成的文化人类学、审美心理学、进化心理学和语义学等理论原理；提出了多模态或超模式、品牌意义转移过程模型、品牌识别组合等综合方法。在此基础上，本文建构了一个集品牌定位、品牌符号生产与意义转移的品牌意义创建过程整合模型，以弥补符号意义与品牌管理之间的鸿沟。最后，提出了品牌意义创建的未来研究方向。

Brand is not only a symbol, but also a semiotic system. The representation and expression of brand meaning fundamentally depends on the combined action of symbol resource sets. However, most of the existing literatures focus on testing a single clue (such as advertising, naming, logo, etc.) or focus on advertising and symbolic consumption, and pay less attention to how to create meaning for the brand. Foreign literature mainly divides brand meaning into five types or dimensions: brand personality, cultural meaning, values, emotion and corporate image, and discusses the theoretical principles of cultural anthropology, aesthetic psychology, evolutionary psychology and semantics of brand semiotic production and meaning generation; multimodality or supermodes, the model of the meaning transfer process and brand identity mix are proposed. On this basis, this paper constructs an integrated model of brand meaning creation process integrating brand positioning, brand symbol production and meaning transfer, so as to bridge the gap between symbol meaning and brand management. Finally, it puts forward the future research direction of brand meaning creation.