基于Ｓｃｈｗａｒｔｚ 和Ｂｏｅｈｎｋｅ 的人类通用价值观框架，引入“品牌价值观”构念，采用问卷调查、内容分析和定性访谈方法开展的３ 个系列研究的结果可以证明以中国人的价值观建立中国品牌概念的有效性。研究一表明，“中国”作为国家品牌，蕴含了与中国文化一致的品牌价值观，但在发达国家、欠发达国家，以及本国消费者心目中存在一些维度上的差异；研究二表明，中国企业的品牌蕴含了与国家品牌较为一致的价值观，但对于国际化品牌与非国际化品牌存在一些差异；研究三表明，美国消费者对中国企业的全球化品牌“联想”和“海尔”所感知的价值观主要为“安全”维度，但两者也存在一些个体上的差异。总体研究表明，“中国” 作为国家品牌与中国企业的品牌在价值观方面存在密切的联系。这意味着，对承载着中国梦的走向全球的中国品牌，运用中国文化资源进行品牌概念塑造是其建立起全球品牌定位的重要战略方向。

Based on the human values structure proposed by Schwartz and Boehnke(2004)， this paper adopts the methods of survey， content analysis， and indepth interview to introduce the new concept of “brand values” through three studies. The purpose is to verify the effectiveness of using Chinese values to build Chinese brand concepts. Study 1 shows that “China”， as a country brand， embodies brand values that are consistent with Chinese culture， but possesses differences in some value dimensions between consumers from developed countries， underdeveloped countries and the host country， China. Study 2 demonstrates that Chinas business brands embody values in coherence with those of China as a country brand， while internationalized brands and noninternationalized brands present some different patterns. Study 3 reveals that “security” is the dominating value in Lenovo and Haier perceived by American consumers， but varied additional values respectively are also perceived towards them. To sum up， there is close connection in the aspect of values between “China” as a country brand and Chinas business brands. The conclusion of this paper reveals important strategic implications to Chinese brands which are going global， namely， when building global brand positioning， the resources of Chinese culture can be selected as brand concepts.