品牌价值来源及其理论评析

:20091114:国家社会科学基金资助项目(05CJY005,06CJY022);教育部人文社会科学规划基金资助项目(08JA630096);重庆市高校优秀人才支持计划资助项目(渝教人[2009]2号)品牌价值来源及其理论评析1,2,1,2,1(1.重庆文理学院品牌科学研究所,重庆永川402160;2.中国矿业大学管理学院,江苏徐州221116):品牌价值来源经历了从品牌资产理论到顾客价值理论,再到利益相关者价值理论的演化过程其中,资产价值理论强调品牌作为企业无形资产所带来的收益价值;顾客价值理论强调品牌为顾客带来的功能价值和情感价值;利益相关者价值理论则强调品牌是实现利益相关者价值的一种承诺通过对以上三种品牌价值来源的理论基础及思想特征进行了探索,得到的结论是:不同品牌价值理论都表达了不同的品牌价值来源,代表着不同的品牌理论研究视角,隐含着品牌塑造实践的不同理念和管理行为;利益相关者价值理论并非是对资产价值理论和顾客价值理论的否定,而是兼容,它代表了品牌理论发展和品牌塑造实践的必然趋势:品牌价值;来源;品牌资产;顾客;利益相关者:F713.50:A:10035192(2010)05007407ReviewonSourcesandItsTheoriesofBrandValueZHANGYi1,2,ZHANGRui1,2,LIUJinping1(1.InstituteofBrandSciences,ChongqingUniversityofArtsandSciences,Yongchuan402160,China;2.SchoolofManagement,ChinaUniversityofMining&Technology,Xuzhou221116,China)Abstract:Thesourceofbrandvaluehasexperiencedtheevolutioncoursefrombrandequitytheory,thetheoryofcustomervaluetothetheoryofstakeholdervalue.Amongthem,brandequitytheorystressesthatbrandbringsthebenefitvaluetoacorporateastheintangibleassets,customervaluetheoryemphasizesthatbrandbringsthefunctionvalueandemotionalvaluetocustomer,stakeholdervaluetheorystressesthatbrandisapromisetocreatestakeholdervalue.Inthispaper,thetheoreticalbasisandideologicalcharacteristicsoftheabovethreesourcesofbrandvalueisexpatiated,thedifferentbrandvaluetheoriesexpressthedifferentvaluesources,representdifferentbrandstheoreticalresearchperspectiveandimplydifferentideasandmanagementbehaviorsofbrandbuilding.Stakeholdervaluetheoryisnotnegativetotheassetvaluetheoryandthecustomervaluetheory,thenegation,butcompatiblewiththesetheories,itrepresentstheinevitabletrendsofbrandtheorydevelopmentandbrandbuildingpractice.Keywords:brandvalue;source;brandequity;customer;stakeholder1,,,,,,2:2.12080,,,74Vo.l29,No.5FORECASTING20105,,,:Biel,,[1]Aaker,,,,[2]Upshaw,,,,,[3]Hutton,,,:,,[4],,,[1]2.2[5],,,,,,,:=!,,SimonSullivanInterbrandEVATools,SimonSullivan∀#∀#,;Interbrand,,:E=I!G,E;I;G(,)EVATools(),,,:=E!BI!S,E;BI,;S,,,2.3:,;,,Schultz,,()[6],,,,,,,,,,[7],,,,,75,:,,,,,,,:3:3.1(),,,,[7]Kotler,,[8]Keller,,,,,,,,,,[9]Perry,,[10]Achenbaum,[11]Arnold,,,[12],,,[13],,,,[14]Gronroos,,,,[15],Muniz[16]McAlexander,,(CustomerCentric)[17]3.2,,:,,,,,,()()()()()(),,,,,:,;,,,,;,76Vo.l29,No.520105,,BrandTrek,,,,,[18][7]3.3∀#,∀#,,,()[19],,(),,[5]∀#,,:Stewart,,,,,,;,[20]Schultz,,,[21]Davis,,,,,,,[22],,,,∀#,,[23],Webster,∀#[24]∀#?∀#,∀#∀#,,,[25],,[7],,,,,()()∀#,,,,,()4:4.12080,,,:;(Stakeholder)[4,23,26],[27],,,[20,21,28],,77,:,Winkler,,,[29]Duncan,,,[23],,,,,[30],∀#,,,[19],:,[31];,[32]4.2(1)品牌是存在于利益相关者的内心和想法中Duncan,,,,[23]Schultz,,,,[27]Kotler,,,,,,;,,,,,,[33]Hutton,[4],(2)品牌价值在本质上是利益相关者价值的整合Kotler∀#∀#,∀#,,∀#,,,∀#[33]Foley,,;,;,[34],∀#,,(3)基于利益相关者的品牌关系创造品牌价值Duncan,,,,;,(),,[23]Jones,,,;,[26],,[23]78Vo.l29,No.5201054.3,,,,:Kotler,∀#,;;;;,[33]Jones,;;;;;;;;;[26]Heskett,,,,,∀#,∀#[35]Schultz,;;;;,,,,[21],:,[26]:,,();,;,;,,;,,,(),[36],,5,,,,,,,,,,,[37],,,,,(),(),,(),(),:[1]BielAL.Howbrandimagedrivesbrandequity[J].79,:JournalofAdvertisingResearch,1992,(32):612.[2]AakerDA.[M].,.:,2005.1015.[3]UpshawLB.[M]..:,2001.3238.[4]HuttonP.Theemergingimportanceofbrandenergyinthefinancialservicessector[J].JournalofFinancialServicesMarketing,2005,9(4):307317.[5],.[J].,2003,(1):1013.[6]SchultzD,SchultzH.Brandbabble:senseandnonsenseaboutbranding[M].Cincinnat,iOhio:SouthWesternEducationalPub,2003.1036.[7],.[J].,2000,18(5):5056.[8]KotlerP,ArmstorngG.[M]..:,1999.320.[9]KellerKL.[M].,,.:,2001.25.[10]PerryA.Beforethebrand:creatingtheuniqueDNAofanenduringbrandidentity[M].NewYork:McGrawHil,l2002.1015.[11]AchenbaumAA.Themismanagementofbrandequity[M].NewYork:ARFFifthAnnualAdvertisingandPromotionWorkshop,1993.113126.[12]ArnoldD.TheHandbookofbrandmanagement[M].MA:AddisonWesleyPublishing,1992.7890.[13].[M].:,2002.110.[14].[J].,2004,(8):2527.[15]GronroosC.[M].2..:,2000.219.[16]MunizAMJr,O∃GuinnTC.Brandcommunity[J].JournalofConsumerResearch,2001,27(4):412432.[17]McAlexanderJH,SchoutenJW,KoeningHF.Buildingbrandcommunity[J].JournalofMarketing,2002,66(1):3855.[18]AilawadiKL,DonaldRL,ScottAN.Revenuepremiumasanoutcomemeasureofbrandequity[J].JournalofMarketing,2003,(67):117.[19],.[J].,2005,17(1):1823.[20]StewartF.Takingcare∃ofbrandneedsabroaderoutlook[J].Marketing(UK),2002,(1):20.[21]SchultzDE.TheMarginalizedBrand[J].MarketingManagement,2004,13(6):1213.[22]DavisDF.Theeffectofbrandequityinsupplychainrelationships[D].Knoxville:TheUniversityofTennessee,2003.2550.[23]DuncanT,MoriartyS.:[M]..:,2000.6264.[24]WebsterF.Understandingtherelationshipsamongbrand.consumersandresellers[J].JournaloftheAcademyofMarketingScience,2000,28(1):1723.[25].[M]..:,1998.36.[26]JonesR.Findingsourcesofbrandvalue:developingastakeholdermodelofbrandequity[J].BrandManagement,2005,13(1):1032.[27]SchultzM,HatchMJ,LarsenMH,eta.l.Howbrandsaretakingoverthecorporation[J].ExpressiveOrganization,2002,(1):4965.[28]GyllingC,KirstiLR.Investigatingthelinksbetweenacorporatebrandandacustomerbrand[J].BrandManagemen,t2006,13(4/5):257267.[29]WinklerA.[M]..:,2000.183193.[30].:[M].:,2007.15.[31]VargoSL,LuschRF.Evolvingtoanewdominantlogicformarketi