品牌资产是指基于消费者的品牌资产,而不是由企业财务会计所决定。它主要是由企业通过长期的品牌战略管理在消费者心智上产生的品牌知识与品牌形象所致。也就是说品牌的力量存在于消费者心中,是消费者随着时间的推移对一个品牌的感受、认知和体验。当消费者表现出更喜欢一个产品,其本质就是具有积极的基于消费者品牌资产所致。 Brand equity is based on the consumer’s brand equity, rather than the corporate financial accounting decision. It is mainly caused by the brand knowledge and brand image produced by consumers through the long-term management of brand strategy. This means that the power of the brand exists in the minds of consumers as consumers experience, perceive, and experience a brand over time. When consumers show a preference for a product, the essence is that they have a positive consumer-brand-based asset.