品牌价值链视角的品牌权益演进与影响

Evolution and Influence of Brand Equity Based on Perspective of Brand Value Chain

品牌权益一直以来是营销领域研究的热点,创建品牌权益是企业品牌建设、品牌管理的目标与核心。从多个视角完整认识品牌权益,对企业营销活动具有重要指导意义。基于品牌价值链理论,整理回顾了国内外涉及品牌权益的重要研究成果,从顾客视角和企业视角厘清了品牌权益的相关研究,提出了基于品牌价值链认知品牌权益的完整视角。从企业营销活动、顾客生成内容等方面探讨了品牌权益形成的"前因",从产品市场和金融市场探讨了品牌权益的"后果"。基于品牌价值链视角的品牌权益完整展现了品牌权益的动态形成过程和影响过程,为企业品牌建设和品牌管理提供了价值创造途径。

Brand equity has been always research hotspot in the field of marketing. Creating brand equity is the goal and core of brand construction and management for enterprises. Comprehensive understanding about brand equity from multiple perspectives is of important guiding significance for marketing activities of enterprises. Based on theory of brand value chain,the paper reviews important research findings related to brand equity at home and abroad,clarifies relevant research of brand equity from perspectives of customers and enterprises,and proposes complete perspective to understand brand equity based on brand value chain. Besides,the paper discusses ＂antecedents＂of forming brand equity from various aspects such as marketing activities of enterprises and customer generation contents,and elaborates＂consequences＂of brand equity from the aspects of product market and financial market. Brand equity based on brand value chain fully reflects forming process and influencing process of brand equity,which provides route and approach of value creation for brand construction and management of enterprises.