【作者】 孙伟；

【导师】 徐瑞平；

【作者基本信息】 西安理工大学 ， 企业管理， 2004， 硕士

【摘要】 品牌资产作为一种重要的无形资产，愈来愈受到企业管理人员的重视。正因为品牌资产的无形性，使得它的计量难于有形资产，甚至可以说是难以准确计量。目前关于品牌的评估方法层出不穷，仁者见仁，智者见智，至今尚未形成一个统一的或者说标准的评估方法，对于品牌评估方法的争论与改进有效地促进了品牌评估业的发展。可以肯定的是，品牌的资产价值评估需要用一系列指标体系进行综合评价，是一项相当复杂的技术。通过品牌价值量化，测定品牌的市场竞争力，已经成为国际上通行的做法，因为品牌资产评估既可以测量到品牌的强度及强度的变化，也可以从中发现影响品牌资产及其变化的因素，这对品牌经营者具有重要的意义。归根结底，评估品牌资产的价值就是为经营品牌和提升品牌而服务的。 本文从品牌的基本概念入手，着重分析了品牌的相关理论，并结合品牌营销的过程和策略，就评估品牌的重要性和必要性作以论述。论文以现有的国内外品牌评估方法为结合点，借鉴基于顾客价值的品牌评估法和忠诚因子品牌评估法，提出用消费驱动强度品牌评估法来评估消费品品牌资产价值。方法中引入了消费驱动强度这一变量概念，并对其进行了定量分析。论文同时选取具有一定代表性的OTC药品(非处方药)为研究对象，构架起评估模型与消费品品牌资产价值评估之间的桥梁。论文最后对OTC品牌资产价值评估模型进行了实证研究。更多还原

【Abstract】 As an important intangible assets, the brand assets is received attention from the enterprise managers more and more. Just because of its intangibility, the brand assets is more difficult to be measured than the tangible assets, furthermore we can say that it can not be measured precisely. At present, there are a lot of methods to evaluate the brand, different people has different viewpoints, yet the uniform or standard evaluation methods has not formed. The arguments and improvement about the evaluation stimulate the development of the brand evaluation industry. It is certain that the brand assets value evaluation needs a series of standards system to evaluate comprehensively, which is a complex technology. Through determining the brand’ s value to evaluate the brand’ s market competition has already become an international popular way, because the brand assets evaluation not only can measure the brand intensity and its variation, but also can find the factors that influence the brand assets and its change, which are very important to brand operators. In the end, evaluating the brand assets is to serve operating the brand and promoting the brand.This paper, begun with the basic conception of the brand, analyzes the theory of the brand. And, combining with the process and strategy of the brand marketing, the paper deals with the necessity and importance that evaluate the brand. While serving the brand evaluation methods existing in our country and other foreign countries as connection, referring to the customer valuebrand evaluation method and the loyalty factor brand evaluation method, the paper put up to use the consuming power identity evaluation method to evaluate the brand assets value. The method introduces the factor of consuming power strength and analyzes it mathematically. At the same time, it selects the representative OTC (over-the-counter) as the studying object, to build up the bridge between the evaluation model and consuming products brand evaluation. Finally this paper studies applied the OTC brand assets value evaluation model.更多还原