摘要：body symbol is generally regarded as the representation of public self-identity in ***,it is neither a pure symbol nor a pure *** limits its thorough expression of the public self to a certain *** pan symbol mechanism of consumer society further dispels discord between symbol and natural body,so that body can clearly represent the self-identity of the public *** brand is a typical embodiment of body symbols in consumer *** the conceptual identification for constructing star brand belongs to commercial competition strategy,it is also the confirmation for public identity at the practical level.