基于顾客价值优势的品牌竞争力评价分析

Brand Competitiveness Based on Customer Value Advantages

对品牌竞争力的评价分析是品牌研究的前沿问题,目前的评估指标体系,大部分是从企业内部,从各企业相比较出发来确定评估指标。实际上,品牌竞争力的实质是通过消费者给企业带来未来收益的能力,从消费者的角度出发来对品牌竞争力进行评估更可靠,特别是通过品牌的顾客价值优势,对品牌竞争力评估更符合实际情况。

The appraising on brand competitiveness is a very important issue. The current index system focuses on the comparason amang enterprises themsdves. In fact, the essence of brand competitiveness can bring future profits to enterprises through comumers, so it is more reliable to evaluate brand competitiveness from consumers＇ perspective. Especially brand competitireness evalnation can be achieved through customer value advantages.