品牌资产与品牌价值的动力源泉——基于消费者视角的分析

About Power Source of the Brand Equity and the Brand Value——The Analysis Based On The Consumer

本文认为,企业通过品牌资产与品牌价值的积累使品牌得以持续发展,但企业品牌资产与品脾价值真正的动力源泉却来自于消费者,即消费者对品牌的认可程度和选择行为,它集中表现为消费者的品牌意识、品牌印象与品牌联想。消费者对品牌是否认可,是否愿意通过自身的购买行为实现对品牌的选择,均与消费者的品牌意识、品牌印象和品牌联想密切相关。

The author believes that only with the accumulation of brand equity and the brand value can the enterprises realize the sustainable development. While the real power source of brand equity and the brand value is the consumer. Specifically speaking, it is influenced by the consumers＇ conscious of brand, brand image and brand association. If the brand approved by the consumers, and if it can be chose by the consumers will be determined by the consumers＇ conscious of brand, brand image and brand association.