企业品牌与国家品牌的关联机理与价值互动——基于品牌等式的逻辑解构

On the Connection and Value Relevance between Nation Brands and Enterprise Brands

目前针对品牌的研究主要集中于单一层面的品牌类别,对品牌层次间的差异与联系没有充分讨论。本文通过构建"品牌是介质与可识别信息的结合"的理论范式对多层次类别的品牌进行统一界定,基于可识别信息间的关联探讨品牌价值构成、价值转移及企业品牌与国家品牌的价值关联。实证研究选取80个国家的企业品牌、国家治理、经济能力等相关指数,证实国家品牌与企业品牌存在显著的价值关联。在此基础上,阐释提升国家品牌价值与企业品牌价值的理论法则。

This study gives an unified definition of the multilevel brand, that band is the combi- nation of medium and identifiable information which could be divided into surface information, exter- nalizing information and deep information. Based on this concept we study the structure of brand val- ue, value transfer and value relevance between nation brands and enterprise brands. Then this study makes a regression analysis using 80 countries＇ enterprise brand index, corporate morality index, administrative efficiency index, judicial efficiency index and per capita GDP. The result indicates that surface information and deep information of nation brand have significant impact on enterprise brand, a nation＇s institutional capacity would give an indirect impact on enterprise brand. At last theoretical law to enhance the value of nation brand and enterprise band is presented.