摘要
品牌资产概念的运用一直就是品牌管理领域一个十分头疼的问题,每个学者从自己的角度突出自己的看法。面对各种各样的品牌资产定义,造成了我们研究品牌资产的疑惑。文章在大量文献回顾的基础上,通过比较整理,从财务角度、市场角度、消费者角度和综合角度四个方面对品牌资产的概念进行了全面的总结和梳理,为我们从事品牌方面的研究理清了思路。
The ooncept of brand equity is oontinuously a question which is up in the air on the brand management; each scholar makes their views from their own perspective. Various ooncepts of brand equity make us amazing, when we want to study brand equity. By comparison reviewing massive literatures, the article has summarized the ooneepts of brand equity from the financial, market, oonsumer and integrative perspective.
出处
《华东经济管理》
2007年第3期124-128,共5页
East China Economic Management
关键词
品牌资产
市场
消费者
财务
brand equity
financial
market
consumer
