品牌的契约性质:品牌契约论

品牌研究较多地集中在传播学、管理学、营销学中,而经济学却可以对品牌的性质给出一个更为本质的解释。品牌的经济学本质是一种契约。从经济学、契约经济学的角度在对品牌进行研究的基础上,文章创造性地提出品牌是品牌利益相关者,尤其是品牌与消费者之间的建立在对品牌信任基础上的一个复杂的关系性契约,同时在分析品牌的契约性质的基础上分别对品牌忠诚、品牌延伸与品牌危机等相关问题进行解释。

The Contractual Nature of the Brand

Although the brand research much concentrates in dissemination,management and marketing,economics may produce an essential explanation to the brand nature.The brand is one kind of contract in economics.On the basis of economics and contract economics this article creatively proposes that the brand is a contract among brand share-holders and especially a complex relationship contract between the brand and consumers that is founded on the basis of trust.Meanwhile we explain brand loyalty,brand extension and brand crisis separately on the basis of the contractual nature of the brand.