原产地品牌资产增值对策研究

当前,品牌化浪潮席卷了经济生活的方方面面,原产地也可以成为一个品牌为其所在区域打上独特的标签,使得该区域具有相应的品牌资产价值。文章着重研究品牌和品牌资产的内涵及其发展情况,原产地品牌由来及其概念界定,原产地品牌的形成和作用机制,并有针对性地提出了原产地品牌资产增值对策,即明确原产地品牌远景、提升认知程度和扩大品牌联想。

How to Add Value into the Origin Brand

Nowadays,the brand strategy has covered all aspects of the market.Country of origin where the known brand from has also been a special brand itself,which accumulates corresponding brand equity.This article introduces the meaning of brand equity and its development,the meaning of origin brand,the development of origin brand,and then analyzes how to add brand equity from the angle of origin brand future,brand cognize,brand associate and brand image.