企业品牌的脆弱性及其评价方法探讨

Study on Brand Management Based on Vulnerability

品牌脆弱性是衡量其抵御各种不确定性因素干扰能力的一种度,它表现为品牌的易逝性和品牌声誉的难以挽回性。影响品牌脆弱性的因素可能来自于品牌自身、企业内部和外部环境等各个方面。在对品牌脆弱性进行分析评价的基础上,提出企业可以采取相应措施降低自身品牌的脆弱性,增强其抗风险的能力。

The brand vulnerability is a kind of measurement to weight the ability of its resistance to uncertainties interference. Easy to vanish and hard to resume brand reputation are its performances. The factors that influence brand vulnerability may come from the brand itself, the inside of the enterprise and the environment. Enterprise can take some actions to reduce its brand vulnerability and to enhance its resistance to uncertainties based on the evaluation of its brand vulnerability.