要达到品牌资产准确评估的目的,品牌忠诚的定义及其测量指标的设置是关键,而品牌忠诚测量必须考虑产品的差异,从消费者期望价值角度考虑品牌产品的属性价值进而在此基础上对产品分类讨论品牌忠诚测量指标的科学性,显然具有实用性和操作指导意义。 To achieve the purpose of accurate assessment of brand equity, the definition of brand loyalty and the setting of its measurement index are the key. However, the measurement of brand loyalty must consider the difference of products. Considering the attribute value of brand products from the perspective of consumer expectation value, Discussion of product classification brand loyalty measurement of scientific, apparently practical and operational guidance.