谈及品牌，我们逃不开一词——品牌生长。

Talk about the brand, we can not escape the word - brand growth.

中国企业平均寿命只有7岁—8岁，民营品牌平均寿命只有2.9岁，而跨国公司平均寿命11岁—12岁，世界500强平均寿命40岁—42岁，1000强平均寿命30岁。可见，品牌与企业的成功有着至关重要的作用，所谓“一流企业卖品牌，末流企业卖产品”便是如此。

The average life expectancy of Chinese enterprises is only 7 years old and 8 years old. The average life expectancy of private brands is only 2.9 years old. The average life expectancy of multinational companies is 11 years old and 12 years old. The average life expectancy of the world's top 500 is 40 years old and 42 years old. It can be seen that the success of the brand and the enterprise has a vital role, the so-called "first-class enterprises to sell the brand, the end of the enterprise selling products" is the case.

如果单纯追求一个关于时间的数字，品牌的意义也当然不会多大。中国人在《皇帝内经》中以“形与神俱”描述对生命的理解。简单来说：健康的身体和饱满的精气神都具备。仅一副驱壳而没了神，那也就等同于活死人。

If the simple pursuit of a number on the time, the brand's meaning is certainly not much. Chinese people in the "emperor Nei Jing" in the "shape and God" describes the understanding of life. Simple: healthy body and full of refined spirit are available. Only a pair of shells and no god, it is equivalent to living dead.

“喘着”仅是有呼吸心跳而已，“活着”更重要的是活得有滋有味。常言道：“生命在于运动”。

"Panting" is only a breathing heartbeat only, "alive" more important is to live a gusto. As the saying goes: "life is movement".

运，内之修；动，外之勤——这便是云马品牌管理的“养生”之道。

Meditation，the inherent practice; Dynamic, the external diligence —— It's the regimen methods for brand management of Yunma.

不可否认，好的品牌往往在利润率上要高于同行业的一般平均水平。而盈利数据和业内的尊重，这些都是品牌卓越的证据。不过，区分好坏品牌有一个重要的共同基础：搭建为自己的品牌构想的完整战略平台——也就是我们所指的品牌管理。

It is undeniable that good brands tend to have higher profit margins than the average level of the same industry. And profit data and industry respect, these are the evidence of brand excellence. However, the distinction between good and bad brands have an important common ground: to build their own brand strategy for a complete strategic platform - that is, we refer to the brand management.

任何一个企业都有利益相关者——比如：合作伙伴，销售代表，服务提供者，意见领袖甚至是有影响力的人，他们立足于你的品牌和消费者之间。他们的角色，可以扭曲你的品牌之光，也可以帮助你聚焦光芒。品牌建设应该在开始和结束都源于公司。品牌计划应采取优化所有的利益相关者的角色，并最大限度地提高品牌的投资回报率。

Any enterprise has a stakeholder - such as partners, sales representatives, service providers, opinion leaders and even influential people - they are based between your brand and the consumer. Their role can distort the light of your brand and can also help you focus on light. Brand building should originate from the company at the beginning and the end. The brand plan should be taken to optimize the role of all stakeholders and maximize the return on investment of the brand.

品牌建立完成，内部文化被渗透，交付给消费者的价值被提高，并且企业把如何与所有利益相关者互动方式也确定。当这一系统转换成各方一致性的习惯时，一个卓越的品牌才能有效运作起来。

The brand is built up, the internal culture is infiltrated, the value delivered to the consumer is improved, and the business has also determined how to interact with all stakeholders. When this system is converted into a habit of consistency, an excellent brand can operate effectively.

当你的一切利益相关者是通过你的品牌集中驱动，你的利益相关者将关注你的品牌光芒，对你的顾客提供激光般的光彩。

When all your stakeholders are driven by your brand concentration, your stakeholders will focus on your brand of light and provide laser glory to your customers.