| 品牌资产及其测量中的概念解析 |
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| 引用本文： | 于春玲,赵平. 品牌资产及其测量中的概念解析[J]. 南开管理评论, 2003, 6(1): 10-13 |
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| 作者姓名： | 于春玲 赵平 |
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| 作者单位： | 1. 清华大学经济管理学院
2. 清华大学中国企业研究中心 |
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| 摘 要： | 品牌资产(品牌权益)是近年来营销领域中研究的热点问题,然而对于其基本概念的曲解却阻碍了对这个重要问题的进一步研究。本文针对品牌资产涉及的几个概念(品牌资产、品牌权益、品牌价值)及其相互关系加以解释,并将主要的品牌资产的测量方法进行分类,目的是澄清人们对于品牌资产基本概念的模糊认识,为进一步深入研究指明方向。
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| 关 键 词： | 品牌资产 品牌权益 品牌价值 测量 |
Brand Asset and the Interpretation of the Related Concents in Evaluating this Brand Asset |
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| Yu Chunling,Zhao Ping. Brand Asset and the Interpretation of the Related Concents in Evaluating this Brand Asset[J]. Nankai Business Review, 2003, 6(1): 10-13 |
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| Authors: | Yu Chunling Zhao Ping |
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| Abstract: | Brand asset/equity has recently been heavily studied inmarketing community. However, misunderstanding and abusing of thebasic concepts are obstructing the future research in this topic. This articleexplains the difference and relationships of several concepts related tothis topic: brand asset, brand equity, and brand value. Besides, the articleclassifies the current popular methods of assessing brand equity into twocategories: brand valuation and brand measurement/evaluation. Thepurpose of this article is to clarify the basic concepts and suggest adirection to the further research. |
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| Keywords: | Brand Asset Brand Equity Brand Value Valuation/Evaluation/Measurement |
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