品牌价值其实就是一种认知,是消费者对品牌的认知,而这种认知在很大程度上是消费者自发地将品牌进行相互比较而获得的。尤其在互联网发达的今日,消费者对品牌的认知往往会经历企业本身难以控制和掌握的具体比较,经过比较,消费者才能得到具象的认知,使品牌认知成为真正的事实。 Brand value is actually a kind of cognition, is the consumer’s cognition of the brand, and this kind of cognition is largely obtained by the consumers spontaneously comparing the brands with each other. Especially in today’s Internet developed, consumers’ cognition of brands tends to go through the specific comparisons which are difficult to be controlled and mastered by the enterprises themselves. After comparison, consumers can obtain concrete cognition and make brand cognition become true facts.