摘要
品牌形象是消费者对品牌的总体感知和看法 ,是品牌资产的关键驱动要素。进行品牌形象测评 ,有助于企业正确评价以往品牌营销努力产生的成效 ,为进一步塑造理想的品牌形象提供决策依据。品牌识别是企业试图达到的品牌的预期状态 ,是品牌形象建设的基准。从品牌识别系统出发建立品牌测评模型和指标体系 ,有利于充分揭示品牌形象的丰富内涵 ,全面。
Brand image reflects consumers' perception toward brand, and is a key driver of brand equity. Measuring brand image systematically is important for improving effectiveness of brand marketing efforts. This paper summarizes previous research into brand image, and proposes an integrated model of brand image measurement by using brand identity system as reference, then compares brand image of two toothpaste brands.
出处
《南开学报（哲学社会科学版）》
CSSCI
北大核心
2002年第3期65-71,共7页
Nankai Journal:Philosophy,Literature and Social Science Edition
基金
国家自然科学基金资助项目(79770 0 4 7和 70 0 4 2 0 0 1 )
关键词
品牌形象
品牌识别
综合测评模型
Brand Image
Brand Identity
Integrated Measurement Model
