基于消费者效用的品牌权益模型及应用

品牌权益是品牌理论的核心内容之一。本文在现有品牌权益理论的基础上，以品牌战略营销为导向。以创造品牌价值为目标。从消费者效用的角度研究了品牌权益的价值源泉。建立了基于消费者效用的品牌权益模型，探讨了品牌识别系统、品牌的感知效用空间和品牌行为及品牌竞争优势之间的内在关系，提出了建立、维持、利用和提高品牌权益的路径和方法。

Modeling the Utility-based Brand Equity and Application

Brand equity is the most important part of the brand theory. Based on the existing research findings,the paper aims to probe the value resources of the brand equity from the perspective of brand utilities to understand how to create brand equity. Thus,the utility-based model of the brand equity is proposed and the internal relations of the brand identity system,the perceptive utility space and brand behaviors and brand competitive superiorities are studied. Also,the approaches to building,growing,maintaining and utilizing of brand equity are suggested.