不同品牌资产测量模式的关联性

Interrelationship of Equity Measurement Models of Different Brands

现有文献倾向于孤立看待不同品牌资产测量模式,该文则重点研究它们之间的关联性。文章在分析不同品牌资产测量模式特点的基础上,站在品牌价值链视角,把不同品牌资产测量模式视为品牌价值创造链中的不同环节,认为它们之间存在关联性。论文通过京、沪、穗消费者调查数据和美国市场二手数据,分析证实了不同品牌资产测量模式之间存在关联性。论文建议:(1)公司要兼顾不同品牌资产测量模式,避免单一模式测量结果的误导性;(2)提高营销质量,走科学营销发展之路;(3)坚持合作营销,培育良性产业环境;(4)坚持长期导向,注重消费者教育。

Different from the existing literatures that place emphasis on the difference between the different brand equity measurement models,the present paper recognizes their difference but focuses on their interrelationships.With primary data from Chinese market and secondary data from American literature,this paper examines the impact of the previous stage on the subsequent one along the brand value creation chain.It discusses brand marketing strategy implications and points out the future directions.