品牌资产评估：一个模型的提出与验证

The Evaluation of Brand Equity:the Advancement of a Model and Its Validation

在品牌价值日益得到承认与重视的大趋势下,品牌资产评估的重要性也日趋明显。笔者就品牌资产价值从经济学角度给予了理论上的解释,在此基础上提出以品牌获取的超额利润为基准,着眼于未来获利能力的评估模型,并对该模型进行了验证与对比研究。

In the trend that the value of brand is increasingly acknowledged and paid much attention, the importance of evaluating brand equity becomes increasingly obvious. The authors firstly give a theoretical explanation of the value of brand equity from the perspective of economics and on the basis of this put forward an evaluation model which takes the excess profit gained by brand as the norm with a view to the future ability to profit, and at last the authors validate the model and make a comparative study.