品牌学理论演化与发展

On Evolution and Development of Brand Science Theory

品牌学及其学科建设具有十分重要的理论和现实意义。基于学科形成的基本规律,结合实际把品牌学及其理论的形成过程初步划分为提出问题、理论准备和框架建设三个基本阶段,并进一步细分为早期品牌实践与品牌思想阶段、品牌理论产生的萌芽阶段、古典品牌理论阶段、现代品牌理论阶段、当代品牌理论阶段、单数品牌科学阶段和复数品牌科学阶段等七个子阶段,然后对每一阶段的历史轨迹、延展广度及未来发展进行梳理和刻画,最后指出品牌学未来的一些研究方向。

Brand science and its discipline construction are of great significance both theoretically and practically. On the basis of the rules and reality of discipline evolution, it divides the developing process of brand science and its theory into three basic stages： putting forward questions, preparing for theory and constructing framework. Furthermore, it divides it into seven minor stages, which are stages of the early brand practice and ideas, budding brand theory, classic brand theory, modern brand theory, contemporary brand theory, odd brand science and plural brand sciences. Then it explores the history, extension and future development of each stage. Finally, it presents some future research directions.