品牌资产测评系统

Brand Equity Measurement System

品牌资产测评系统包括实施品牌审计,设计品牌跟踪调研,建立品牌资产测评系统三个步骤。理想的品牌资产测评系统能够为组织内相关决策者提供完整的、最新的品牌及其所有竞争对手的相关信息,从而帮助营销人员制定最好的短期战术性决策和长期战略性决策。

Brand equity measurement system includes three steps: conducting brand audits, designing brand tracking studies, as well as establishing a brand equity management system. The ideal brand equity measurement system would provide complete, up - to- date, and relevant information on the brand and all its competitors to relevant decision makers within the organization. All these information will help marketers make the best possible tactical decisions in the short run and strategic decisions in the long run.