摘要
品牌是企业的宝贵资产,是企业创建和累积品牌资产的首要任务。在品牌资产创建与积累中应注重“能力———效应观”,实现品牌识别设计与定位品牌支撑与传播、品牌形象测评等环节的相互连接,形成周而复始的循环上升模式,使品牌资产不断提升。
Brand is the most important enterprise asset. Building and acctmattlating brand equity are both important tasks to firms. From two perspectives of brand equity and its definition, the paper analyes the components and resources of brand equ- ity. It presents a PDCA model in building and accumulating brand equity.
出处
《商业研究》
北大核心
2005年第22期185-187,共3页
Commercial Research
