Reviewing Brand Image and Its Comparison
品牌形象被认为是企业营销活动中至关重要的部分,从20世纪50年代早期开始,品牌形象就成为消费行为研究的一个重要概念。由于不同品牌在价值上存在的巨大差距,使得品牌形象的比较研究也日益增多。对品牌形象的比较研究主要集中在两个方面,一个是来源国形象的比较研究,研究结果侧重于国家形象对产品形象的影响,突出表现在质量、价格、技术、工艺、设计、种类、款式等产品属性上;另一个是中外品牌差异的比较,学者的思辨论述和实证研究都揭示出中外品牌在形象上的巨大差异,中国品牌不足之处尤其体现在产品质量差上,此外档次、知名度、包装、技术含量等方面中国品牌也有待改善。【英文摘要】Brand Image is regarded as a very important part in marketing. At the beginning of 1950’, brand image was. From 1950’, brand image has become a critical concept in consumer research. Because of the great difference between different brands in value, there was more and more research about brand comparison. These researches mainly focus on two aspects: one is the comparison of image of country-origin, which emphasizes the impact of country-origin’s image on product’s image; the other is the comparison of Chinese and foreign brand’s difference, which revealed that the biggest disadvantage of Chinese brands were their quality. Besides, Chinese brands need to be improved in the terms of grade, awareness, package, technology content and soon.