品牌,为解决信息不对称而付出的额外成本

品牌本身不会改变商品实体性能。但从信息经济学的角度分析,在信息不对称的现实市场中,品牌作为一种发信号的机制,可以把优质企业和劣质企业区分开,从而对优质企业和消费者都有好处。虽然建立品牌让厂商花费了额外成本,但是只要建立品牌的费用控制在一定范围内,厂商建立的品牌就是一种合理的有利于提高社会福利的行为。

Brand: the Extra Cost Paid for Information Asymmetry

Brand eonnot improve the function of a commodity itself. But from the view point of information - oriented economy, brand can serve as the signaling mechanism that distinguishes good supplier from bad one so as to increase the utility of both consumer and owner. Although enterprises have to pay extra cost, the creation of brand is conducive to improve social welfare when the cost can be kept under acceptable control.