随着品牌发展的主导因素由单一向多元化方向的转变,企业在品牌管理中的能动性、控制力和有效性不断下降,传统品牌管理的弊端逐渐暴露。以利益共享和品牌共建理论为基础的品牌治理问题是未来品牌研究的重要趋势。本文通过建立品牌治理模型,探讨各利益主体在品牌治理过程中的地位和作用,以期为多元品牌治理问题提供借鉴。 As the dominant factor in brand development changes from single to multiple, the motivation, control and effectiveness of enterprises in brand management continue to decline, and the drawbacks of traditional brand management are gradually exposed. Brand governance based on the theory of benefit sharing and brand building is an important trend of future brand research. By establishing a brand governance model, this paper explores the status and role of various stakeholders in the process of brand governance, with a view to providing reference for the governance of multiple brands.