品牌形象评价方法研究

The Approaches to Brand Image Evaluation

品牌形象是一个抽象的概念,是由多方面因素构成。从品牌形象的内涵和消费者角度来分析研究品牌形象的构成要素,品牌形象主要是由企业形象、产品形象、符号形象、传播形象四大部分构成。由此,建立了品牌形象评价指标体系,从而提出品牌形象的二级模糊综合评价方法。

Brand image is a abstract concept, composed of various factors. In view of customer - driven eomcept, brand image consists of the images in terms of enterprise, product, symbol and publicity. With brand image evaluating index established, the paper, proposes the approaches to fuzzy comprehensive evaluation.