论构建以客户为本的品牌资产的方法——以“动感地带”品牌为例

Method for Building Customer-based Brand Equity

品牌的作用在今天的市场中越来越重要,因此,构建以客户为本的品牌资产的方法尤其值得研究。基于此,在提出了品牌资产的概念的同时,就如何构建品牌资产提出了方法:选择品牌要素、制定营销计划、整合营销沟通,并就动感地带这个品牌进行了实证分析。

Many firms have come to know that one of their most valuable assets is the brand with their products or services. How to build customer-based brand equity becomes more and more important. This paper gives some methods for building customer-based brand equity, which are choosing brand dements, developing marketing program and integrating communication. Then, it gives a case of M-zone to verify it.