| Abstract: | As the major business group of China, Zhejiang Enterprises have undergone a marked promotion from tangible products advantages to intangible brand value. The brand resources have become the significant cultural asset for transformation and upgrading. Based on combing the symbolic advantages of Zhejiang Enterprises, this paper studies the symbolic connotation of Zhejiang Enterprises brand in different stages after the reform and opening from the brand semiotic theoretical view. The paper establishes four brand models: A, GB, DB and IB, which will be the important theoretical references for Zhejiang Enterprises in the development of cultural industry, improving the brand symbolic vitality and participating in the competition of the world brands. |
