知识产权视阈下品牌价值的实现机理

伴随着经济全球化的深入与全球价值链分工的日益复杂化,以品牌为代表的知识产权资本的介入使得价值实现的方式和内容发生了脱实向虚的转变,表现为品牌资本与实体经济价值实现过程相结合与分离的两个过程。尤其是品牌资本的独立化增加了品牌价值增值的多元性,从而改变了物质生产活动与价值实现过程的统一性,是品牌价值实现方式的重要特征,由此品牌价值实现方式的表现形式及其合理性分析为中国企业品牌"走出去"提供了重要的理论参考依据。

Along with the deepening of economic globalization and the increasing complexity of the division of global value chain, the intervention of the intellectual property capital represented by the brand makes the ways and the content of the value realize the transformation from the real to the virtual, which is manifested in the two processes of combining and separating the realization process of brand capital and real economic value. In particular, the independence of brand capital increases the diversity of brand value appreciation, which changes the unity of material production activities and value realization process, and is an important feature of brand value realization mode. The analysis of the form and rationality of the realization of brand value provides an important theoretical basis for the "going out" of the brand of Chinese enterprises.