品牌建设之路.docVIP

标题：The road of brand construction 原文： Brand building Brand Equity There is no uniform definition of brand equity till now. There are several different models of brand equity. Keller(1993) wrote an article about brand equity on JM, and made commentary study on the concept of brand equity. Farquhar(1990) defined brand equity as the added-value or added-benefit that brought by a brand to the product, which exceeds the use value of the product. D．Aaker(1991) believed that brand equity belongs to a series of assets or debts including brand, name, logo and symbol, which could increase or decrease t