| 品牌财务价值评估到品牌权益评估的发展分析 |
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| 引用本文： | 阎婧. 品牌财务价值评估到品牌权益评估的发展分析[J]. 北方经贸, 2008, 57(6): 52-53 |
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| 作者姓名： | 阎婧 |
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| 作者单位： | 西南科技大学经济管理学院,四川绵阳,621010 |
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| 基金项目： | 西南科技大学校科研和教改项目 |
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| 摘 要： | 品牌价值及其相关概念的界定是做好品牌评估工作的基础。基于营销学概念的基础上分析得出:品牌财务价值评估主要针对企业的品牌价值与品牌资产,而品牌权益评估才真正以品牌权益为中心;与前者相比,后者能更好地指导企业的品牌实践活动。
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| 关 键 词： | 品牌价值 品牌资产 品牌权益 财务价值评估 权益评估 |
| 文章编号： | 1005-913X(2008)06-0052-02 |
| 修稿时间： | 2008-03-07 |
Development Analysis from the Brand Finance Value Evaluation to the Brand Interest Evaluation |
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| YanJing. Development Analysis from the Brand Finance Value Evaluation to the Brand Interest Evaluation[J]. Northern Economy and Trade, 2008, 57(6): 52-53 |
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| Authors: | YanJing |
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| Abstract: | The brand value and its concepts are the foundation of the brand evaluation.This paper discusses the concept change from the brand value,the brand asset to brand interest.And among these concepts,the brand interest is the marketing concept.The brand finance value evaluation is for the brand value and the brand asset in the enterprises.However,the brand interest evaluation is the center of the brand interest.And the latter can direct the enterprise brand practice. |
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| Keywords: | brand value brand asset brand interest finance value evaluation interest evaluation |
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