Abstract: China Merchants’Steamship Navigation Company is one of the earliest national enterprises in modern times, with a history of 150 years. Its development from the initial ship transport enterprise to today’s well-known large enterprise group with diversified operations in ship transport, finance and real estate lies mainly in its consistent efforts in brand building. The brand composition of China Merchants’Steamship Navigation Company includes three major elements: the core element is the shaping of a patriotic national enterprise competing for profits with foreign capitals, and the patriot label contributes to defeating the opponents in the treacherous competition; the basic element is the system of government supervised business operation, which enables the enterprise to make full use of government resources in providing quality services for the government and for businesses and the people; the supporting element is economies of scale, which is highlighted by improving the core competitiveness through strengthening and expanding the main business. The continuous improvement of brand thinking and brand elements of China Merchants’Steamship Navigation Company in its brilliant history provides valuable experience to be inherited and carried forward.

Key words: China Merchants’ Steamship Navigation Company, brand thinking, brand element, government supervised business operation, core competitiveness