摘要
品牌资产评估是品牌管理领域中的重大问题。该文分析了构成4类评估方法的3种要素组合（财务要素、市场要素和消费者要素）,比较归纳了国际上品牌资产评估的代表性解决路线和方法,主要包括2种国际上最有影响的方法和4种基于消费者关系的评估模型。提出了深入发展的思路和基于品牌价值的新评估方向。
Measurement of brand equity is an important issue in the administration of brand. This article analyzes the financial, market and consumer factors, which make up the four patterns of measurement, and sums up the representative ways and methods in measurement of brand equity in the world, which consist of two internationally influential methods and four patterns of measurement based on the relationship among consumers. The author also renders a new direction of measurement based on the values of brand.
出处
《中山大学学报（社会科学版）》
CSSCI
北大核心
2002年第3期88-96,共9页
Journal of Sun Yat-sen University(Social Science Edition)
基金
国家教育部人文社科十五规划项目01JA630018号的阶段性研究成果。
