Measurement and Management on the Customer-based Brand Equity

摘要：

As the most precious equity in the business operating, brand equity is the most forceful weapon in market competition as well. For the past few years, brand equity has become the hotspot topic in the marketing field. The paper discusses the relationship within brand euity, brand asset and brand value based on summarizing related conceptions about brand quity; does research on brand equity measurements from the perspective of customer elements angles, summarizes and concludes typical methods and technical courses of brand equity measurements at home and abroad; and puts forward several aims at customers brand equity management countermeasures in th end.This electronic document is a “live template.

关键词： BrandEquity Customer Measurement

作者: Yijing Li Yingchao Li

作者单位: Faculty of management and economicsKunming University of Science and Technology, KMUSTKunming, China Faculty of management and economics Kunming University of Science and Technology, KMUST Kunming, Chi

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）