| 浅谈品牌与品牌资产评估的意义 |
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| 引用本文： | 冯良元. 浅谈品牌与品牌资产评估的意义[J]. 中国对外贸易(英文版), 2011, 0(12) |
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| 作者姓名： | 冯良元 |
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| 作者单位： | 桂林理工大学 |
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| 基金项目： | 2010年度广西教育厅科研项目项目 |
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| 摘 要： | 新经济时代的到来.使品牌发展面临着更大的机遇和挑战.开展品牌价值评估和实施品牌战略业已成为企业经营活动的重要内容之一.品牌资产作为企业最有价值的资产,同时又是一项独具魅力的无形资产,有关品牌资产价值的理论不仅指出了品牌发展的方向与途径,更为品牌的经营提供了决策依据.集无形性、价值性与功能性于一身的品牌资产极大地激发了人们对它的研究兴趣,对品牌资产价值的评估亦成为当前关注的一大热点.
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| 关 键 词： | 品牌 品牌资产 资产评估意义 |
Brand and the meaning of the evaluation of brand assets |
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| Liangyuan Feng. Brand and the meaning of the evaluation of brand assets[J]. China's Foreign Trade, 2011, 0(12) |
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| Authors: | Liangyuan Feng |
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| Affiliation: | Liangyuan Feng |
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| Abstract: | The arrival of the new economy times makes the brand development face more opportunities and challenges.It has become one of the important contents to carry out the brand value evaluation and implementing the strategy of brands of the operational activities of the enterprise.The paper mainly discusses the brand and the meaning of the evaluation of brand assets. |
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