品牌价值来源及其理论评析.docVIP

品牌价值来源及其理论评析摘 要:品牌价值来源经历了从品牌资产理论到顾客价值理论,再到利益相关者价值理论的演化过程。其中,资产价值理论强调品牌作为企业无形资产所带来的收益价值;顾客价值理论强调品牌为顾客带来的功能价值和情感价值;利益相关者价值理论则强调品牌是实现利益相关者价值的一种承诺。通过对以上三种品牌价值来源的理论基础及思想特征进行了探索,得到的结论是:不同品牌价值理论都表达了不同的品牌价值来源,代表着不同的品牌理论研究视角,隐含着品牌塑造实践的不同理念和管理行为;利益相关者价值理论并非是对资产价值理论和顾客价值理论的否定,而是兼容,它代表了品牌理论发展和品牌塑造实践的必然趋势。 关键词:品牌价值;来源;品牌资产;顾客;利益相关者 中图分类号:F713.50 文献标识码:A 文章编号:1003-5192(2010)05-0074-07 Review on Sources and Its Theories of Brand Value ZHANG Yi1,2, ZHANG Rui1,2, LIU Jin-ping1 (1.Institute of Brand Sciences, Chongqing University of Arts and Sciences, Yongchuan 402160, China; 2.School of Management, China University of Mining Technology, Xuzhou 221116, China) Abstract:The source of brand value has experienced the evolution course from brand equity theory, the theory of customer value to the theory of stakeholder value. Among them, brand equity theory stresses that brand brings the benefit value to a corporate as the intangible assets, customer value theory emphasizes that brand brings the function value and emotional value to customer, stakeholder value theory stresses that brand is a promise to create stakeholder value. In this paper, the theoretical basis and ideological characteristics of the above three sources of brand value is expatiated, the different brand value theories express the different value sources, represent different brands theoretical research perspective and imply different ideas and management behaviors of brand building. Stakeholder value theory is not negative to the asset value theory and the customer value theory, the negation, but compatible with these theories, it represents the inevitable trends of brand theory development and brand building practice. Key words:brand value; source; brand equity; customer; stakeholder 1 引言 目前,学界对品牌价值来源的主流看法有两种,即企业视角下的资产价值理论和顾客视角下的品牌价值理论。对于悄然兴起的利益相关者视角下的品牌价值来源理论关注较少。为了正确理解品牌价值的本质,弄清品牌价值存在于何处、谁创造了品牌价值以及品牌价值体系的构成等一系列基础性问题,本文拟对三种品牌价值来源理论的产生背景、思想特征、评价方法及价值体系的构成等进行回顾和分析,期望找到答案,并为品牌价值理论的进一步研究提供启发。 2