＂管理论坛＂新增我院苏勇老师的
《多视角下的品牌资产概念述评》一文，请访问
[摘 要]品牌资产概念的运用一直就是品牌管理领域一个十分头疼的问题，每个学者从自己的角度突出自己的看法。面对各种各样的品牌资产定义，造成了我们研究品牌资产的疑惑。文章在大量文献回顾的基础上，通过比较整理，从财务角度、市场角度、消费者角度和综合角度四个方面对品牌资产的概念进行了全面的总结和梳理，为我们从事品牌方面的研究理清了思路。
[关键词]品牌资产；市场；消费者；财务
[中图分类号]F274 [文献标识码]A [文章编号]1007-5097（2007）03-0124-05
Review on the Concepts of Brand Equity under Different Perspectives
LIU Guo-hua SU Yong
(School of Management, Fudan University, Shanghai 200433, China)
Abstract: The concept of brand equity is continuously a question which is up in the air on the brand management; each scholar makes their views from their own perspective. Various concepts of brand equity make us amazing, when we want to study brand equity. By comparison reviewing massive literatures, the article has summarized the concepts of brand equity from the financial, market, consumer and integrative perspective.
Key words: brand equity; financial; market; consumer
管理教育推广与发展中心
2007年4月19日
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