品牌强度构成因子研究

Study on the Component Factors of Brand Strength

对品牌强度的现实应用基本上用于对品牌资产的评价。由于这一较强的目的指向性,目前,对品牌强度构成因子的研究存在因子单方面的侧重及某些因子被忽略的现象。本文试图构建顾客、市场、企业三维度的品牌强度因子构成体系,并通过实证研究求证品牌强度因子的适宜度,最后用实例加以验证这一新的品牌强度构成因子体系。

The application of brand strength is almost used to value of brand capital. At present, as more goal-directed action in studying on the component factors of brand strength, there has been a focus on unilateral and factor overlooked phenomenon. The paper attempts to build a comprehensive three-dimensional form factor determination in customer, market, enterprises fields. And ask for the suitability by demonstration analysis, then set an example to validate the new component factors.