基于顾客的品牌权益测评:品牌联想结构分析法

Measurement of Customer-Based Brand Equity: A Brand Association Structure Approach

品牌建设的核心是创建品牌权益。通过分析顾客的品牌联想结构，有助于考察品牌建设的效果，揭示品牌对顾客的影响。本文分析了基于顾客的品牌权益概念的科学内涵，详细阐述了品牌联想的构造，并对若干中外品牌的品牌联想结构进行了实证分析。

The value of brand resides in the minds of consumers. Based on the concept of Customer-Based Brand Equity, the paper proposed an analysis framework for brand association structure and then compared the brand association structures of several major brands.