品牌基础理论研究:多维视角的述评  

A Survey of Brand Basic Theory from the Multi-dimensional Perspective

作　　者：沈鹏熠[1] 

机构地区：[1]华东交通大学经济管理学院,江西南昌330013

出　　处：《石家庄学院学报》2013年第2期40-45,共6页Journal of Shijiazhuang University

基　　金：江西省社会科学规划项目"基于自主创新的江西农村流通现代化研究"(12YJ51);江西省高校人文社会科学研究项目"零售商品牌资产的形成机制与管理研究"(GL1112)

摘　　要：随着全球经济社会的发展,品牌已成为企业获取竞争优势的重要战略手段,品牌理论研究也受到了营销学界的重点关注。品牌理论的发展经历了品牌概念化、品牌战略、品牌资产、品牌管理和品牌关系五个阶段,形成了品牌形象、品牌定位、品牌延伸、品牌资产、品牌关系和品牌国际化等重要基础理论成果。对品牌基础理论的回顾和梳理,有助于进一步明晰品牌理论的发展全景,从而更好地指导企业的品牌营销实践活动。With th e development of global economy and society,brand has become an important strategic means to gain competitive advantages, and marketing scholars have paid attention to the research of brand theory. The development of brand theory consists of five stages：brand conceptualization,brand strategy,brand equity, brand management and brand relationship. Some important basic theory has been put forward ,including brand image,brand position,brand extension,brand equity,brand relationship and brand internationalization. A review of brand basic theory helps to understand panoramic view of the brand theory development ,and to better guide enterprises＇ brand marketing practice.

关 键 词：品牌形象 品牌定位 品牌延伸 品牌资产 品牌关系 品牌国际化 

分 类 号：F270.7[经济管理—企业管理]