摘要
品牌是对相关事物的表征,由于使用具体语言、表述的需要和倾向性不同,将有不同的品牌特性表述方式。而不同的品牌本性理解,将会产生不同的品牌管理理论和经营模式。本文拟从品牌本性表述的传统观念、现代观念和未来观念出发,对各种品牌本性理论研究进行评述,以期能对品牌本性理论的历史及未来的发展形态进行概括,揭示品牌本性理论研究的新趋向。
Brand is a token to correlative things. Because of the diversities in language, expression and orientation, there will be various ways of narration on brand nature. Different understandings of brand nature will lead to different theories of brand management and different management modes. This paper starts from traditional idea, contemporary idea and future idea on brand nature, and then it reviews on various theories of brand nature. The paper aims to sum up the history of the brand nature theories and the future development to illuminate the tendency of the research of the theories.
出处
《北京工商大学学报（社会科学版）》
北大核心
2004年第1期50-54,共5页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
