| 品牌资产引擎视角下的品牌价值模型及其应用研究 |
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| 引用本文： | 李向辉,周刺天.品牌资产引擎视角下的品牌价值模型及其应用研究[J].商业研究,2007,42(11):120-124. |
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| 作者姓名： | 李向辉 周刺天 |
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| 作者单位： | 1. 湖南科技大学,商学院,湖南,湘潭,411201
2. 广东金融学院,广东,广州,510630 |
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| 摘 要： | 品牌资产引擎(Equity Engine)是一种基于消费者认知的评估模型。在该模型中亲和力、功能表现和价格构成了品牌价值的三大要素。亲和力是品牌受到的来自消费者的信任和尊敬。功能表现是品牌资产的另一个重要组成部分。品牌对消费者而言的终极价值是品牌资产和价格的共同作用。品牌资产引擎可以帮助商业企业定量地测量品牌资产,了解品牌的显性和隐性驱动因素和最大化品牌资产。
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| 关 键 词： | 品牌资产 品牌资产引擎 亲和力 功能表现 |
| 文章编号： | 1001-148X（2007）11-0120-05 |
| 收稿时间： | 2007-03-15 |
| 修稿时间： | 2007年3月15日 |
Research on Model and Application of Brand Equity Based on Equity Engine |
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| Li Xiang-hui,Zhou ci-tian.Research on Model and Application of Brand Equity Based on Equity Engine[J].Commercial Research,2007,42(11):120-124. |
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| Authors: | Li Xiang-hui Zhou ci-tian |
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| Institution: | 1. College of Commerce, Hunan University of Science and Technology, Xiangtan 411201 ,China; 2. GuangDong University Of Finance, GuangZhou 510521, China |
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| Abstract: | Equity Engine is a consumer-oriented framework of brand equity and loyalty.In the Equity Engine model,there are three factors: affinity,performance and price.Authority is the emotional 'closeness' of a brand to a person,together with its authority and potential for the individual.Performance is the category specific issue,it could include product features and functional benefits,etc.The ultimate value of the brand to the consumer is the function of equity and price.Equity Engine enables marketers to fully understand the value of their brand,the key driving factors and to maximize equity. |
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| Keywords: | brand equity equity engine affinity performance |
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