进入二十一世纪的中国企业,面临的一个竞争问题将是如何建立和管理企业的品牌资产(Brand Equity)。品牌,这一生疏而又亲切的名称,对于中国人来讲,它代表价值、地位、品质、承诺,还有更多的难以言喻的东西。我们更多的是感性的认识,由于市场经济竞争环境的形成,使我们不得不从理性的高度对品牌进行重新的思考和认识。因为进入到下世纪,市场竞争的终极就是品牌的较量。未来的市场营销是跨越国界的、无形的品牌资产的竞争。拥有了品 One of the competition issues faced by Chinese companies entering the 21st century will be how to establish and manage their brand equity (Brand Equity). Brand, this strange and gracious name, for the Chinese people, it represents value, status, quality, commitment, there are more indescribable things. We are more perceptually aware. Due to the formation of a market economy competitive environment, we have to rethink and recognise brands from a rational height. Because into the next century, the ultimate market competition is the brand competition. Future marketing is a competition across national borders and intangible brand assets. Owns the product