CAJ | 학술논문

西方营销界一个广为流传的概念是＂品牌资产＂（Brand Equity）,它将品牌思想推向新的高峰,它比品牌形象更进一步说明品牌制胜的武器是建立起强势的品牌资产。在我国,最有价值品牌的研究已由北京名牌资产评估有限公司开始并已卓有成效,而品牌资产评估体系还有待于建设和完善。本文着重于品牌价值与品牌资产的差异分析,研究品牌价值的实现体系、品牌资产的评估体系及在营销中的重要意义。
서방영소계일개엄위류전적개념시＂품패자산＂（Brand Equity）,타장품패사상추향신적고봉,타비품패형상경진일보설명품패제성적무기시건립기강세적품패자산。재아국,최유개치품패적연구이유북경명패자산평고유한공사개시병이탁유성효,이품패자산평고체계환유대우건설화완선。본문착중우품패개치여품패자산적차이분석,연구품패개치적실현체계、품패자산적평고체계급재영소중적중요의의。
Brand equity is a widespread concept in western marketing field, which promotes brand concept to a new summit. It better proves that the key to brand winning is to establish brand assets. In China, the research on the most valuable brand has begun in Beijing Famous Brand Assets Assessment Ltd. , which has made certain a- chievement. However, brand assets evaluation system is still under construction and perfection. This paper analyzes the differences between brand value and brand assets, studies the realizing system of brand value, the evaluation system of brand assets and the important significance in marketing.