基于品牌营销视角的品牌定义和品牌特征再认识  

Reviews on Definition of Brand and Brand Characteristic Based on Brand Marketing

作　　者：王延峰[1] 杨珊珊[1] 余明阳[1] 

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《上海管理科学》2008年第4期29-32,共4页Shanghai Management Science

摘　　要：归纳了品牌作为管理和营销概念诞生后的50余年以来的各种类型的品牌定义,给出了基于品牌营销视角的品牌定义,将品牌作为一种独立的市场供应品提出,并在此基础上阐述了品牌的四个特征,即后产品性、超竞争性、高溢价性和优质弹性。The paper classified and analyzed the all kinds of definitions of brand proposed from 1950＇s, and then presented the definition of brand based on brand marketing,. The definition considered brand as an independent offering of market. After that, the paper set forth the four characteristic of brand based on the definition.

关 键 词：品牌定义 品牌特征 品牌营销 

分 类 号：F272.3[经济管理—企业管理] F274[经济管理—国民经济]