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“品牌资产(Brand Equity)”作为学术用语引入市场营销研究领域始于20世纪80年代初的美国。1989年9月Peter H·Farquhar在美国权威的营销刊物《营销研究》(Market Research)上发表了《Managing Brand Equity》一文。上世纪90年代以来,美国著名品牌管理专家David.A.Aaker(1991)在他的著作《Managing Brand Equity:Capitalizing on the value of a brandname》提出的品牌资产理论.而在两年后,Kevin Lane Keller(1993)也提出了“基于消费者的品牌资产”(Customerbased brand equity,简称CBBE)概念。此后,品牌资产就成为营销研究的热点问题,而如何构建品牌资产以及营销组合与品牌资产的关系也成为热点之一.
“Brand Equity ” was introduced as a scholarly language into the field of marketing research that began in the United States in the early 1980s. September 1989 Peter H. Farquhar publishes “Managing Brand Equity” on the nation’s leading marketing publication, Market Research. Since the 1990s, the brand equity theory put forward by David A. A. Aaker (1991), a well-known American brand management expert in his book “Managing Brand Equity: Capitalizing on the Value of a Brandname”, and two years later, Kevin Lane Keller (1993) also proposed the concept of “Customer-based brand equity” (CBBE). Since then, brand equity has become a hot issue in marketing research, and how to build brand equity and marketing portfolio and brand equity has also become one of the hot spots.