关于品牌遗产的研究述评

A Review of the Research on Brand Heritage

品牌作为一种能够给其拥有者带来增值和溢价的无形资产,在企业与客户之间的联系中起着至关重要的作用。近年来,作为企业能够传承下去,融合现在且影响未来的品牌遗产引起了越来越多学者的关注,他们针对老字号品牌的相关研究取得了很多成果,但我国的相关研究相对滞后且成果较少。鉴于此,从品牌遗产的内涵以及测量,品牌遗产的影响因素,品牌遗产对品牌资产影响的相关文献进行分析,并构建品牌遗产对品牌资产影响的模型。

As an intangible asset that can bring value-added and premium to its owner,brand plays a vital role in the relationship between enterprises and customers.In recent years,more and more scholars have paid attention to the brand heritage which can be inherited by enterprises and influence the future.They have made a lot of achievements in the related research of old brand,but the relevant research in China is relatively backward and less.In view of this,this paper analyses the connotation and measurement of brand heritage,the influencing factors,the relevant literature on the impact of brand heritage on brand equity,and constructs a model of the impact of brand heritage on brand equity.