品牌主体辨析  

A Probe into Principal Parts of Brand

作　　者：肖文旺[1] 

机构地区：[1]温州大学商学院,浙江温州325035

出　　处：《学术交流》2009年第9期107-110,共4页Academic Exchange

摘　　要：长期以来,由于在品牌主体认识上存在着明显误区,导致企业与消费者在同一品牌的认知上存在着南辕北辙的现象。事实上,应该有三种类型的品牌主体存在,他们是品牌所有者主体、品牌运作者主体与品牌认知者主体。前二类主体角色由企业内部人承担,第三类主体角色则由企业品牌的目标消费者承担。前二类主体的存在意味着企业每一个人都是品牌建设者,虽然各自的任务不一样;第三类主体既是企业品牌建设的起点又是企业品牌建设的归宿,同时还是企业品牌建设成功与否的评判者。必须改变现实中否认消费者的品牌认知主体地位,把消费者只是作为品牌客体,只是认为品牌建设是企业少数部门、少数人的事情的错误认知,实现品牌三类主体在品牌认知上的一致性,从而使企业品牌建设向着成功的目标不断迈进。There has been an obvious misunderstanding of principal parts of brand for a long time, which caused a great difference between enterprises and consumers when they recognized an identical brand. In fact, three types of brand subject exist, including brand owner, brand operator and cognitive agent. The former two parts refer to enterprise insider, and the third part is target consumer. The first two subjects require that every- one of the enterprise be brand builder, carrying out their different mission, while the third subject stands for both origin and destination of building enterprise brand, judging the success or failure of the brand building. We should correct the misunderstanding--neglecting consumer＇ s position as brand cognitive agent, treating them as brand object, and building brand merely through the effort from minority of departments or people. After unifying the three principal parts of brand recognition, we can make enterprise brand building go forward the next success.

关 键 词：品牌主体 企业 消费者 认知 

分 类 号：F713.50[经济管理—市场营销]