Keller从三个不同的视角对品牌资产进行了界定： （1）基于顾客的品牌资产（customer-based brand equity）：从消费者的角度出发，品牌资产是一个企业通过产品／服务的非客观部分所创造的对消费者的吸引力。
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本文从品牌效用角度出发，探究基于顾客的品牌资产的来源。
This article from the view of brand utility explores the source of customer-based brand equity.
如果在相同的情况下，顾客对品牌营销活动的反应更差，则称品牌具有负的基于顾客的品牌资产。
A brand is said to have negative customer-based brand equity if consumers react less favorably to marketing activity for the brand under the same circumstances.
由此可见，零售商应严格依照“基于顾客的品牌资产”的四个步骤和六个阶段来创建其强势自有品牌。
So retailers must strictly follow the "Customer-based brand equity" model's four steps and six stages to create the strength of their PB.
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