品牌资产评估在银行业中的应用.pdfVIP

摘 要 品牌作为一种无形资产，其重要性逐渐为人们所认可，品牌资产评估是当前学 术界的研究热点。外资银行大量进入中国，银行业面临严峻的竞争压力，国内银行 只有提升品牌管理才能具备与外资竞争的能力。通过品牌资产评估可以对银行运营 状况了解更为全面，银行品牌资产的研究非常重要。 本文首先综合地分析了国内外品牌资产评估的方法，从财务、市场、消费者三 个角度进行了归纳总结，介绍了英特品牌评估、Financial World 等方法。然后，基 于消费者的品牌评估，较为详细地探讨了品牌关系的形成过程和品牌金字塔模型四 层次六因素，并提出了改进的品牌金字塔关系模型。基于品牌资产评估方法和品牌 关系理论，本文从品牌形象、品牌表现与象征、消费者判断与情感、品牌共鸣四层 面，对银行品牌资产的构成因素进行了详细阐述。根据评估目的的不同，被评估企 业的战略定位不同，企业的发展时期不同，对银行品牌资产评估时应选取不同的评 估指标。本文分别就品牌宽度推广、深度推广、高度推广三阶段，对银行吸引新顾 客、吸引竞争品牌顾客、提升和维系顾客的忠诚能力进行了评估。最后，指明了品 牌资产评估对银行实施品牌战略的指导作用。 关键词：银行品牌 资产评估 品牌关系 I Abstract Brand is a kind of intangible assets, and more people approbate its importance gradually. The brand equity evaluating became an issue in current academic research. Foreign banks set a great deal of business offices in China, and domestic banks will face competition pressure. Local banks should improve brand management to get competition advantages. The management situation of the whole enterprise can be reflected via brand equity evaluating, so the brand equity evaluating should be special important. First, this article summarized the methods of brand equity evaluating, from three aspects as follows: the finance, market, consumer respectively, and especially introduced Interbrand evaluating method, Financial World method. Then, according to customer based brand equity relation model, detailed the formation process of brand relationship, and also elaborated the pyramid brand relationship model from its four levels and six indicators. Besides that, the article developed the pyramid model. Based on the methods of brand equity evaluating and pyramid brand relationship model, this article elaborated the con