品牌权益及其测评体系分析

Analysis of Brand Equity and Its Measurement

创建品牌权益是品牌建设的核心任务。品牌权益是企业以往营销努力的积淀，它反映了企业品牌建设的成效和品牌的价值。本文结合国外近年来的最新研究成果，对品牌权益的内涵进行了深入剖析，提出了品牌权益三维度模型，并据此探讨了对品牌权益的测评。

Building brand equity is the key task for brand marketing. Brand equity results from past marketing efforts, and indicates brand value and the effectiveness of marketing. This paper examines the meaning of the concept of brand equity from a holistic perspective, presents the Three Dimension Model of Brand Equity which incorporates financial, customer-based and extendable value of brand. Then the paper analyzes the determinants of brand equity, proposes a multiple-item measurement system for brand equity.