摘要
在实践活动的推动下,品牌资产理论已受到普遍地重视,而有效驾驭这一资产可以实现企业快速和持久的成长。同时,在品牌资产经营和品牌资产价值提升的过程中,应看到品牌资产与营销组合间的紧密联系,通过两者的有效结合,实现品牌资产效应的放大和企业营销手段的升级。
Under the driving of practice, brand equity theory has been attached much importance. Reiningeffectivelytheequitycan-actualizeenterprises＇ speedinessandpermanence development. Meanwhile, in the course of managing brand equity and advancing brand equity value, we should look at the compact relations between brand equity and the tactics of enterprise＇ s marketing mix. Via those combinations, we can magnify the effect of brand equity and upgrade the tactics of enterprise＇ s marketing.
出处
《贵州商业高等专科学校学报》
2007年第2期25-28,共4页
Journal of Guizhou Commercial College
关键词
品牌
品牌资产
评估方法
营销组合
Brand
Brand Equity
evaluating method
Marketing mix
