品牌价值建构的陷阱与突破——基于国内外品牌榜单测评的思考

A Study of Brand Value Construction Based on the Domestic and Foreign Brand Lists

品牌榜单是品牌价值观的载体。文章详细梳理总结了国内外主要品牌榜单的测评指标体系,总结了品牌榜单测评背后品牌价值建构遭遇的诸多陷阱,提出了以品牌基因为核心建构品牌价值的假想。即品牌应该被视为一个生命体,从品牌历史与未来成长双向性、实体与虚拟双向性、内外联动双向性三大特征出发开展品牌价值架构。

Brand list is the carrier of brand values. In this paper, the author details the evaluation index system of domestic and foreign brand lists and summarizes the problems of the brand value construction behind these brand lists. Moreover, the author puts forward a new hypothesis of constructing brand value based on brand gene. That is, the brand should be regarded as a living entity, starting from the three characteristics of the brand history and future growth, physical and virtual brand identity, and the internal and external linkage of the brand.