品牌整合的概念在现代包装设计中，一方面体现在品牌作为产品文化传播的主要视觉载体，承载了商家所倡导的生活方式的所有内涵，成为产品从有形到无形的文化信息符号，是消费者信赖、忠诚、满意和追逐的个性价值观认同的象征；另一方面，它又是企业对于管理、经营的一种手段和策略，是后现代经济条件下商品利益最大化和多元化的必然。商家利用商品竞争塑造的个性化差异来赢取远远大于产品研发、生产和加工成本的附加值。在这个经营链中，品牌对于其它的链点来说，是利润的最大保证：产品可以复制，而品牌所代表的文化却无法复制。这个从物化到文化的过程充分体现了文化消费时代的典型特征。
    从这个角度上看，品牌的设计其实是商品从物化至文化的大包装，而包装则是品牌文化的视觉化形态。

The works presented here are by Mr. Zhou Zihong, the lecturer of Art College of Guizhou University. Mr. Zhou holds the point of view that brand is the best guarantee in helping enterprises to make profit because the products can be copied while the brand culture can never be copied. This process from materialization to culturalization fully reflects that it is an era of culture consumption now. So the brand design is actually the grand packaging which helps the products from materialization to culturalization, while the packaging of the product is the visual form of the brand culture.