摘要
品牌是消费者了解产品的基本渠道，这种渠道的畅通程度一般体现为品牌的价值。品牌价值的评价可以从品牌忠诚度和品牌知名度两个品牌效果的综合作用来分析，同时考虑消费者的购买可能性对实际的品牌价值所造成的影响。在此基础上，探讨品牌价值的提升也是非常必要的。
As the basic channel for consumers to get acquaint to products, brand and its value can be regarded as a method to test consumers' loyalty and the well—known of products. At the same time, the influence of purchasing possibility of the consumers caused to the brand value is to be considered. Based on this, the author also argues the importance of probe into the promotion of brand value.
出处
《经济经纬》
北大核心
2004年第6期120-122,共3页
Economic Survey
关键词
品牌价值
评价
品牌忠诚度
品牌价值提升
brand value
evaluation
brand loyalty
promotion of brand value
