品牌德商:品牌道德诉求的效用

MQ of Brand: the Utility of Moral Appeals

品牌德商的提出把道德价值作为品牌形象的考量尺度,其要旨是企业品牌经营活动应基于正当性、合理性和规范性,并以独特的道德价值主张,通过品牌管理,把品牌的经济效益与社会效益有机结合起来,从而以内生的德性力量不断推进品牌持续发展壮大。基于迄今中国众多品牌的发展现状及社会营销环境,把品牌道德规范及合德行为作为品牌德商提出是可行的也是必要的,它把品牌道德诉求及行为作为一种内在于品牌的道德力量,使企业品牌经营的合德性从监督的被动变为自律的主动,从仅仅满足物质功利欲求擢升至社会精神价值总量的创造。

The concept of MQ（Moral Intelligence Quotient） of Brand,laying stress on the moral value as the measure of worth of brand image,suggests that the brand management should be valid,rational and standardized,while moral value-oriented management should effectively integrate the economic benefit with social benefit so as to enhance the influence of brand.This paper,based on the study on the status quo of the development of Chinese brands and the social marketing environment,substantiates the necessity and feasibility of the concept of MQ of Brand.If the moral appeals and practice could be regarded as an internal motivation,the brand management would conform to moral value actively instead of passively,thus the aim of brand management turns from the pursuit of economic profit into the pursuit of overall social value.