基于营销观演变的欧美品牌理论发展探析

On the Brand Theory on the Basis of Marketing Concept

市场营销观念经历了以企业为中心到以市场为中心,再到以顾客为中心的变革,相应的品牌理论也经历了一个演变过程,即从基于产品物质属性的品牌差异理论到基于无形资产属性的品牌资产理论,再到基于顾客认同的品牌认同理论,每一大类理论中又包括具体的内容。品牌理论的演变一方面反映了市场环境和人们认识的变化,另一方面在一定程度上也反映了理论发展的规律,通过对品牌理论的主要原创思想及其理论拓展的概述和评价,我国企业在确立自己的品牌战略时可以吸取一些有益的内容。

The author points out that marketing concept experienced the transformation from taking enterprises as the center, to taking market as the center, and to taking customer as the center. And the brand theory has experienced such corresponding evolution processes, namely, brand differential theory, brand capital theory and brand recognition theory. The evolution of brand theory reflects not only the change of market environment and human being＇s recognition, but also the laws of theory development. While establishing their own brand strategies, Chinese enterprises could get beneficial from summarizing and evaluating the evolution of brand theory.