品牌基础问题研究评述

品牌问题一直是国际营销学术界的研究热点领域。对文献总结发现,在品牌基础问题的理论和方法研究中,主要集中在品牌认识、品牌选择和品牌发展3个方面。国内外研究者从不同的理论出发运用不同方法解释了品牌的认识、选择和发展,主要是分别从消费者和企业2个角度来分析和探讨品牌问题,但是缺乏二者之间互动关系的研究,使得品牌基础问题的研究不能为企业品牌创建、品牌战略和品牌延伸提供合理建议。

Review of Fundamental Issues of Brand

Brand is always the hot spot in international marketing.Afterreviewing the articles,it is found that theories and methods of the fundamental issue of brand are focus on three points: brand image,brand choice and brand development.These three aspects were explained by researchers through different theories and methods.The brand issues were studied mainly from consumers and enterprises.Lacking of mutual relationship between consumersand enterprises in the researches,reasonable suggestion of the brand establishment,brand strategy and brand extension were not given to enterprises.