摘要
基于企业实践和理论创新的需要,作者通过对品牌资产相关度较高的几个范畴进行辨析,以资本的经典理论作支撑,结合现代品牌研究的最新进展,对品牌资本内涵作了全新阐释,给出了分析品牌资本的新框架。
To meet the demand of enterprise practice and theory innovation, the author takes classical capital doctrines as support and combine the up-to-date advancement of brand research in distinguishing the concerned concepts of the brand equity so as to set up a new frame for analyzing the brand capital and defining the connotation of it.
出处
《云南社会科学》
CSSCI
北大核心
2005年第2期77-80,92,共5页
Social Sciences in Yunnan
关键词
企业品牌
品牌资产
品牌资本
Enterprise brand
Brand asset
Brand capital
