品牌价值创造和价值实现的循环机制研究

Research on Cycle Mechanism of Brand Value Creation-realization

品牌价值的形成是品牌投入效果和顾客对品牌认同度的结合,品牌价值体现为它的市场价值。从企业的角度,品牌价值的市场转换取决企业营销战略的选择、研发创新的投入、文化内涵的培育和品牌区域环境的优化。品牌价值创造和价值实现之间存在持续、正反馈的循环传导过程,这种过程形成了品牌价值创造和价值实现的循环机制。品牌价值创造是企业对品牌投入的结果函数。实证研究表明,品牌价值创造与价值实现存在滞后效应,品牌价值对提升企业赢利能力存在一定的延迟效应。为此,企业需要注重从加大创新的研发投入、实施品牌整合传播策略和实施高端品牌培育工程等三个方面推进其品牌战略。

Brand value, reflected as its market value, is the combination of its input effect and recognition from consumers.From enterprise＇ s perspective, the realization of brand value in the market decided by the choice of enterprise＇ s marketing strategy, input to R＆D, nurturing brand＇ s cultural connotation and the improvement of regional environment for the brand. What makes of a cycle mechanism is the constant, positive and conductive process from its creation to realization. Brand value creation resuited from enterprises＇ input to its brand. Numerous facts show that the creation of brand and its realization does not happen simultaneously, moreover, enterprise can benefit from its brand long after its value creation. Therefore, enterprise should pay more attention to its R＆D, more effective way of spreading its brand and nurturing high-end brand so as to make a sound brand strategy.