基于索洛模型的品牌声誉形成机制研究

Study on Brand Reputation Using Solow Growth Model

论述了品牌声誉是品牌形象的一致性,通过顾客在品牌实力与品牌形象的对比中获得,论述品牌传播形成了顾客关于品牌的知识,而品牌体验则生成了体验声誉并以品牌力的形式储存起来,表现为品牌实力对品牌力的投入。将索洛模型用于构建品牌声誉增长的模型,解释了品牌体验水平的改变使品牌处于不同的稳态中。

Brand reputation is consistency of brand image. Brand communication forms customers＇ knowledge of brand, while brand experience forms experienced reputation, which is saved in form of brandibility,the investment of brand internal strength. The Solow growth model is used to build the model of brand reputation growth. In the model, we can explain that in different brand experience level, brand will be in difference stability status.