企业品牌国际化中的品牌资产构建  

Analysis of Brand Equity Building in the Corporate Brand Internationalization

作　　者：王颖[1] 

机构地区：[1]上海电力学院经济与管理学院,上海200090

出　　处：《上海电力学院学报》2014年第S2期57-60,共4页Journal of Shanghai University of Electric Power

摘　　要：在国外目标市场成功构建品牌资产,是中国企业实施品牌国际化的关键所在。在指出品牌国际化是企业国际化的高级形式的基础上,结合美国学者凯文·凯勒的CBBE模型,认为品牌国际化的实质在于通过创建品牌认知及丰富正面的品牌联想,构建起基于客户的品牌资产,进而提出了中国企业在品牌国际化中为构建品牌资产而应采取的主要措施。The Chinese enterprises' brand internationalization hinges on whether they can successfully build up brand equity in the target foreign markets.On the basis of pointing out that brand internationalization is the upgraded form of enterprise internationalization and by employing the CBBE model developed by the American scholar KELLER Kevin L,it is argued that the essence of brand internationalization lies in building up customer-based brand equity in the target foreign market by creating brand aw areness as well as multiple and positive brand associations in the minds of the customers.Some measures are put forward that Chinese enterprises must take in building up brand equity while internationalizing their brands.

关 键 词：企业品牌 国际化 品牌资产 企业社会责任 

分 类 号：F273.2[经济管理—企业管理]