Through the research of characteristics of the sign, it analyzes the basic functions-of brand, such as identification, promotion, increment of value etc . especially, it emphasizes the function of constructing social relationship and self-worth that is derived from the characteristic of communication 同时,本文着重强调品牌符号建构社会关系与主体价值的功能,它同时也是消费者认知研究的一个重要方面。全文分为六章。