摘要
品牌资产是品牌管理领域中一个认识未完全统一的重大问题 ,其概念的运用比较杂乱。针对国内对此缺乏全面了解的情况 ,该文在回顾的基础上 ,通过透视与比较 ,清理提炼出品牌资产最具代表性的三种概念模型 :财务会计概念模型、基于市场的品牌力概念模型及基于消费者的概念模型 ,进而提出了基于“品牌价值”的品牌资产概念 ,进一步为解决品牌资产评估的方法问题奠定了基础。
Brand equity is an important area in brand management. However, disagreements in the definition of brand equity show misuses of the concept in managerial practices and confusions of measurement of brand equity. This paper reviews the three patterns of definition of brand equity, namely, the financial accounting pattern, market based pattern and consumer based pattern, clarifies the different purposes of different patterns of definition, recommends a new, common definition of brand equity based on brand value, and finally lays down a solid foundation for further solution of the method of assessing brand equity.
出处
《中山大学学报（社会科学版）》
CSSCI
北大核心
2000年第4期17-22,共6页
Journal of Sun Yat-sen University(Social Science Edition)
基金
国家自然科学基金项目!796 70 10 1号
