In this paper the brand assets concept system review and study, can make the currently
fragmented various brand assets concept more systematic, the concept of brand assets to correct
understanding and deepening, and provide the basis for the brand assets appraisal of a few of the
main brands. Classify assets evaluation method,regulating their use basis and method. For more
representative brand assets assessment methods are introduced and evaluation, and focuses on
market customer influence evaluation method. Through the brand asset management Research
and on brand equity thinking - case analysis, reached some enlightenment.
Keywords: Brand assets;
Brand assets management
; Brand equity measurement; Brand assets
evaluation
目录
1 绪论
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1.1 课题研究的背景
1.2 课题研究的理论价值
1.3 课题研究的现实意义
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品牌资产理论的研究…………………………………………………………6
2.1 品牌资产概念研究
2.1.1 基于企业从财务角度进行品牌资产的定义
2.1.2 基于
市场的品牌力
对品牌资产的定义
2.1.3 基于消费者与品牌资产关系的定义
2.1.4 品牌资产概念在我国的使用以及出现的问题
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