品牌是企业重要的无形资产,加强对品牌资产的管理,有利于企业合理地配置资源,提升企业的竞争力,提高品牌在消费者心中的形象,确保在市场竞争中获得持久的竞争优势。本文对品牌资产的概念、构成内容等进行了分析,并提出了加强品牌资产管理的对策建议。 Brand is an important intangible asset of an enterprise. Strengthening the management of brand equity helps the enterprise allocate resources rationally, enhance the competitiveness of enterprises, enhance the image of the brand in consumers’ hearts, and ensure a lasting competitive advantage in market competition. This paper analyzes the concept of brand equity, the content of its composition and so on, and puts forward countermeasures and suggestions on how to strengthen brand equity management.