品牌定义与品牌资产理论研究文献综述

通过对国内外专家、学者和研究机构对品牌与品牌资产理论研究成果的文献综述,分析了国内外品牌及品牌资产理论的研究框架。品牌定义的研究分别为标识理论、个性理论、关系理论和价值理论;品牌资产理论的研究框架分别为财务导向理论、竞争导向理论和顾客导向理论。国外有关品牌定义和品牌资产理论的研究框架比较完善,其理论研究的创新始终追随市场竞争态势的变化。对品牌定义和品牌资产理论框架和知识体系进行研究论证,从而明确学术研究的必有性和对实际工作的指导性。

Brand Definition and Brand Equity Theory to Study the Literature Review

Literature review of the brand and brand equity theory research by domestic and foreign experts,scholars and research institutions.Analysis of domestic and foreign brands and brand equity theoretical research framework.The brand of theoretical research framework for the identity theory,personality theory,the relationship theory and the theory of value;Theory research framework of brand equity for financial-oriented theory,competition-oriented theory and customer-oriented theory.Foreign brand definition and brand equity theory framework is more perfect,The theoretical study of innovation has always been to follow the competition in the market situation changes.Brand definition and brand equity theoretical framework and knowledge systems,research and feasibility studies,Thus there must be clear of academic research and practical work guidance.