企业品牌理论研究的新进展

自20世纪90年代以来,国内外的企业品牌理论研究在向纵深发展。在品牌和企业品牌概念、品牌价值和品牌资产、品牌关系和顾客价值、品牌创建和品牌管理等方面的研究取得了新进展,而且呈现出从具体向抽象、从单一向综合、从浅层向深层的发展趋势。

New Development of Theoretical Study on Enterprise Brand

Since 1990s,the theoretical study on enterprise brand in China and other countries is developing in depth.A new development has gained in the study of brand and enterprise brand idea,brand value and brand equity,brand relationship and customer values,brand creation and brand management.At the same time,the developing trends from concrete to abstract,from single to complex,from shallow to deep levels are emerging.