20世纪80年代所出现的最重要的、也是最为人所知的营销概念就是品牌资产(Brand Equity)。这一概念于上世纪80年代由广告公司最早使用(Barwise,1993),出现后便日益引起营销管理人员和学者的广泛兴趣和关注,并引发了对有关品牌资产的定义、测度及运行机制大量的全面系统研究。品牌资产定义主要存在三种概念模型:财务会计概念 The most important and best-known marketing concept that emerged in the 1980s was Brand Equity. The concept was first used by advertising agencies in the 1980s (Barwise, 1993), which has given rise to widespread interest and attention from marketing executives and academics and has led to a proliferation of definitions, metrics and operational mechanisms for brand equity Comprehensive and systematic study. There are three main conceptual models of brand equity definition: the concept of financial accounting