一、品牌资产的内涵目前,学术界对品牌资产的研究主要有以下三个角度。第一种,从消费者角度衡量品牌资产价值,认为消费者对品牌产品的需求状况是衡量品牌竞争力的决定性因素,其中较具代表性的学者是科勒(Keller),他将品牌资产定义为:“消费者基于对品牌的知识而对此品牌的市场 First, the connotation of brand assets At present, the academic research on brand equity mainly has the following three angles. The first one is to measure the value of brand equity from the perspective of consumers. It is believed that the consumer demand for brand products is the decisive factor in the competitiveness of the brand. One of the most prominent scholars is Keller, who defines brand equity as : "Consumers are based on the brand’s knowledge of the market for this brand