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本書以權健集團的品牌創建為案例，從品牌戰略、品牌使命的重要性和必要性，品牌定位與剖析，品牌與產品呈現，品牌策略，品牌與責任，品牌與使命，品牌管理與企業文化，品牌提升與維系以及品牌宣傳等多方面，論述了品牌的終極使命是承擔各種社會責任，責任與使命是品牌戰略的重要內容，是企業快速發展的決定性因素。
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