【摘要】 在“心时代”阶段,品牌是一个以消费者为中心的概念,其本质是企业与消费者之间无形的心理契约,该契约的标的是消费者心智资源,它是一种具有价值性和稀缺性的认知性资源。本文根据消费者心智资源个体与群体的分布演变关系,建立了一个基于消费者心智资源占有份额差异,反映品牌优势强弱的量化指标BMi,而BMi值的大小取决于两个因素——品牌差异性和品牌代表性,这两个属性分别从高、低层面,两两组合形成了现实中的四类品牌,由此为企业提升品牌优势提供了策略性思路。更多还原

【Abstract】 In the heart age stage,the brand is a concept centered consumers.Its essence is invisible psychological contract between enterprises and consumers,the subject of contract is the consumer’s mental resources.it is a valuable and scarce cognitive resources.According to the evolution of groups and individual consumer mental resources’ distribution,this article establishes the quantitative index BMi based on a share difference of the consumer mental resources.And the BMi index depends on two factors——brand difference and brand representative.These two factors attribute combination of the four brands in reality from the high and low level.This provides strategic choices for enterprises to enhance their brand advantage.更多还原