摘要
品牌价值的实质是品牌权力 ,品牌权力是法律权力与市场权力的有机统一 ,品牌价值的大小主要取决于品牌的市场权力。品牌的市场权力是消费者赋予的。品牌价值由成本价值、关系价值、权力价值三部分构成 ,品牌价值的每一构成部分都有两个来源 ,即企业来源与消费者来源。揭示品牌价值的实质与来源 ,对企业在生产经营活动过程中真正贯彻“以消费者为中心”的经营思想 ,增值品牌资产具有重要的理论指导意义 。
The essence of brand value is branding power which effectively combines law power with market power. The value of brand is mainly dependent on the market power of brand which is decided by customers.Brand value is composed of three parts,namely, cost value,relation value and power value.Each part has two sources which can be tracked down from both enterprises and customers.To reveal the essence and sources of brand value is of theoretical guiding significance,since it can make enterprises actually implement the management idea of “focusing on customers”and increase the value of brand assets as well. In addition, it also provides scientific foundation for theory of evaluating brand assets.
出处
《湖南师范大学社会科学学报》
2000年第2期38-42,共5页
Journal of Social Science of Hunan Normal University
关键词
品牌价值
成本价值
品牌权力
关系价值
权力价值
brand value
brand power
the composition of brand value
the sources of brand value
