品牌资产（Brand Equity），是指只有品牌才能产生的市场效益，或者说，产品在有品牌时与无品牌时的市场效益之差。
...资产，品牌资产管理，顾客忠诚度，核心竞争力 [gap=1530]Key words: Retailing, Brand, Brand Equity, Brand Equity Management, Customers Loyalty, Core Competence ...
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顾客忠诚是品牌资产价值的集中体现，同时也是品牌资产管理的重要内容。
Customer Loyalty is the value of brand equity, and also is the important content of brand equity.
通过对品牌资产管理的研究和对品牌资产的思考——案例分析，得出了几点启示。
Through the brand asset management Research and on brand equity thinking - case analysis, reached some enlightenment.
本文侧重分析从营销角度进行的品牌评估，采用模糊综合评价方法，评估企业品牌价值，帮助企业提高品牌资产管理工作。
Based on an analysis of brand evaluation in terms of marketing, th is paper introduces fuzzy method in evaluation of brand value so as to help improve the management of brand assets.
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