国家品牌指数评价体系比较分析——兼论对中国国家品牌建设的启示

Comparative Analysis and Research on the Evaluation System of National Brand Index——As the Enlightenment of China's National Brand Construction

作为一个符号系统,国家品牌的意义与价值认同既与品牌所有者的编码过程相关,同时也取决于品牌消费者的解码、理解与认同。国家品牌指数评价是一种通过量化手段测量品牌消费者对一国品牌认知状况,从而评判国家品牌建设情况的测量工具,是一套认知国家品牌的“图式”。本文对全球主要国家品牌指数评价体系进行了对比分析,审视了各指数评价体系的特征与局限,比较了中国在不同国家品牌指数评价体系中的差异,据此提出了若干国家品牌建设的启示,主张应借鉴指数评价结果有针对性地推进国家品牌建设,关注他国对中国国家品牌的意义建构,参与国家品牌指数的设计、实施与交流,通过互动和持续有效的整合传播,增进中国国家品牌与世界的平等对话沟通。

The nation brand's meaning and its value identify are not only related to the coding process of the brand owner,but also depending on the decoding,understanding and identifying by the brand consumers,when we regard national brand as a symbol system.The nation brand index is a quantitative measurement tool and a set of“schema”that recognizes a nation brand.It judges the construction of nation brand by measuring consumers'awareness of nation brand.This article makes a comparative analysis of different nation brand index system all over the world,discuss their characteristics and limitations,and compares China's performance with different nation brand index.Some suggestions are put forward in this paper.First is to use nation brand index to promote the construction of Chinese nation brand;second is to focus how other countries construct the significance of Chinese nation;third is to participate in the design,implementation and dialogue of national brand indexes;the last suggestion is to promote equal dialogue and communication between Chinese national brands and the world via integrated communication.