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題名 品牌權益衡量模式之建立與評估
Building the Brand Equity Measurement Model
作者 李威德
Lee, Wei-Der
貢獻者 別蓮蒂
Biel, Lien-Ti
李威德
Lee, Wei-Der
關鍵詞 品牌權益
來源與構面
衡量
黑松
宏□
泰山
台灣大哥大
Brand Equity
日期 2001
上傳時間 18-Apr-2016 16:22:06 (UTC+8)
摘要 品牌在現今激烈的環境變動中，已成為企業最穩固的長期競爭優勢之一，而能充分利用公司品牌資產的前提，就是要瞭解公司品牌權益的絕對價值。衡量品牌權益的衡量方式十分多樣化，有公司財務面、消費者知覺面以及消費者行為面的衡量等。方式雖多，但卻缺乏一個全面性的消費者基礎品牌權益衡量方式。因此，本研究最主要的研究動機與目的，即是建立一個以消費者面為基礎，而能以絕對數字呈現於公司報表的品牌權益衡量架構與模式。
Nowadays, having a brand has become the most stable long-term competitive advantage of business in our dynamic and intensively fluctuated environment. The premise for taking advantage of brand equity is the necessity to understand its absolute value for a company. There exist many diversified methods to measure brand equity, including the measurements from the dimensions of company finance, consumer perception, consumer behavior and so forth. But despite the many methods available, there lacks an integrated and comprehensive consumer-based model to measure brand equity. Thus, the major motive and aim of this paper is to build a consumer-based measuring model, in order to provide the absolute number presented in financial statements.
參考文獻 中文部份
陳振燧和洪順慶，民國八十八年冬季號，消費品品牌權益衡量量表之建構－顧客基礎觀點，中山管理評論：第7卷第四期，頁：1175-1199
鄭秀倫，民國八十九年，品牌傘的企業背書效果
洪順慶，民國八十八年，行銷管理
真相王證券專業資料庫，民國九十年 (網址：www.sfi.anjes.com.tw)
台灣最高行政法院裁判，民國八十二年，判字第693號 (網址：www.judicial.gov.tw)
台灣最高行政法院裁判，民國八十八年，判字第237號 (網址：www.judicial.com.tw)
英文部份
Aaker, David A (1991). “Managing Brand Equity,” The Free Press.
Aaker, David A (1996). "Building Strong Brand", New York: The Free Press.
Aaker, David A and Jacobson, Robert (1994), “Study Shows Brand-building Pays off for Stockholders,” Advertising Age, Chicago; Jul 18, 1994; Vol. 65, Iss. 30; Midwest Region Edition; pg. 18, 1 pgs.
Aaker, David A. (1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
Aaker, David A. and Day, George S (1974), “A Dynamic Model of Relationships Among Advertising, Consumer-Awareness, Attitudes, and Behavior,” Journal of Applied Psychology, Washington; JUNE 1974; Vol. 59, Iss. 3; pg. 281.
Aaker, Jennifer (1997), “Dimensions of Measuring Brand Personality,” Journal of Marketing Research, 34 (August), pp. 347-356.
Berry, Norman C. (1988), “Revitalizing Brands,” The Journal of Consumer Marketing, Santa Barbara; Summer 1988; Vol. 5, Iss. 3; pg. 15, 6 pgs.
Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12.
Blackston, Max (1992). "Observations: Building Brand Equity by Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
Blackston, Max (1995). "The Qualitative Dimension of Brand Equity," Journal of Advertising Research, Vol.35 (4): RC2-RC7.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu (1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
Cooper, Jim (1999), “Building the brand,” Brandweek, New York; May 31, 1999; Vol. 40, Iss. 22; pg. U62, 2 pgs.
Crimmins, James C. (1992), "Better Measurement and Management of Brand Value." Journal of Advertising Research, 32 (July/August), 11-19.
Day, George S., Allan D. Shocker, and Rajendra K. Srivastava (1979), "Customer-Oriented Approaches to Identifying Product-Markets," Journal of Marketing, 43 (Fall), 8-19.
Dyson, Paul, Andy Farr, and Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
Fazio, Russell H (1986), “How Do Attitudes Guide Behavior?” In Handbook of Motivation and Cognition: Foundatins of Social Behavior, R. M. Sorrentino and E. T. Higgins, eds. New York, NY: Guiford Press.
Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Gainesville; Mar 1998; Vol. 24, Iss. 4; pg. 343, 31 pgs.
Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, (Nov), Boston.
Gibson, Stanley (1988), “X/Open: First Steps,” Computerworld, Framingham; Sep 19, 1988; Vol. 22, Iss. 38; pg. 23, 2 pgs.
Green, Paul E. and V. Srinivasan (1978), "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, 5 (September), 102-23.
Interbrand (2000), www.interbrand.com
Jones, John Philip. What’s in a Name? Advertising and the Concept of Brands. Lexington, MA: Lexington Books, 1986.
Kamakura, Wagner and Gary Russell (1993), "Measuring Brand Value With Scanner Data," International Journal of Research in Marketing, 10 (March), 9-22.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
Keller, Kevin Lane (1998) "Strategic Brand Management," New Jersey: Prentice Hall.
Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control, 8th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Krishnan, H. Shanker and Dipankar Chakravarti (1993), "Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships," in Brand Equity and Advertising, David A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates.
Lassar, Walfried, Banwari Mittal, and Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1990). “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, Vol. 54 (July): 54-67.
Louviere, Jordan and Richard Johnson (1988), Measuring Brand Image with Conjoint Analysis and Choice Models," in Defining, Measuring and Managing Brand Equity: A Conference Summary, Report No. 88-104, Lance Leuthesser, ed., Cambridge, MA: Marketing Science Institute, 20-22.
MacLachlan. Douglas L. and Michael G. Mulhern (1991), "Measuring Brand Equity With Conjoint Analysis." paper presented at Sawtooth Software Conference, Sun Valley, ID, January 28-30.
Mahajan, Vijay, Vithala R. Rao, and Rajendra K. Srivastava (1994). "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions," Journal of Product Innovation Management, Vol.11: 2221-235.
Martin, G. S. and Brown, T. J. (1990), “ In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Greham, (Eds), Marketing Theory and Applications, Vol.2, American Marketing Association, Chicago, IL, p.431-438.
Ogilvy, David. Ogilvy on Advertising. New York, NY: Crown Publishing, 1983.
Parasuraman, A., Zeithaml, Valanrie, and Berry, Leonard L. et al. (1994), “Improving Service Quality in America: Lessons Learned,” The Academy of Management Executive, Ada; Vol. 8, lss. 2; p. 32, 21 pgs.
Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (October), 621-35.
Park, Su Chan and V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31 (5): 271-288.
Prentice, Robert M. (1991), "A Breakthrough that Reveals Why Most Promotions Cost 7 times as Much as Advertising," as cited in It Works! How Investment Spending in Advertising Pays O Bernard Ryan, New York: American Association of Advertising Agencies, 1991.
Rutteman, Paul and Young, Arthur (1988), “Still Too Weak, Still Too Flexible,” Accountancy, London; Nov; Vol. 102, Iss. 1143; pg. 24, 2 pg.
Scott B. Mackenzie, Richard J. Lutz, and George E. Belch (1986). “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 13 (May): 130-143.
Sharkey, Betsy (1989), "The People`s Choice." Adweek`s Marketing Week, 30 (November 27), 6-10.
Simon, Carol J. and Mary W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (Winter), 28-52.
Srinivasan, V. (1979), "Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models," Management Science, 25 (January), 11-21.
Srivastava, Rajendra and Allan D. Shocker (1991), "Brand Equity: A Perspective on Its Meaning and Measurement," working paper, Graduate School of Business, University of Texas at Austin.
Swait, Joffre, Tulin Erdem, Jordan Louviere, and Chris Dubelaar (1993) “The Equalization Price: A measure of consumer-perceived brand equity,” Intern. J. of Research in Marketing Vol. 10: 23-45.
Wilkie, William (1986), Consumer Behavior. New York: John Wiley and Sons, Inc.
Yovovich, B.G. (1988), "What Is Your Brand Really Worth?" Adweek`s Marketing Week (August 8), 18-21.
描述 碩士
國立政治大學
企業管理學系
88355007
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001408
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.advisor Biel, Lien-Tien_US
dc.contributor.author (Authors) 李威德zh_TW
dc.contributor.author (Authors) Lee, Wei-Deren_US
dc.creator (作者) 李威德zh_TW
dc.creator (作者) Lee, Wei-Deren_US
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:22:06 (UTC+8)-
dc.date.available 18-Apr-2016 16:22:06 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:22:06 (UTC+8)-
dc.identifier (Other Identifiers) A2002001408en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85239-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 88355007zh_TW
dc.description.abstract (摘要) 品牌在現今激烈的環境變動中，已成為企業最穩固的長期競爭優勢之一，而能充分利用公司品牌資產的前提，就是要瞭解公司品牌權益的絕對價值。衡量品牌權益的衡量方式十分多樣化，有公司財務面、消費者知覺面以及消費者行為面的衡量等。方式雖多，但卻缺乏一個全面性的消費者基礎品牌權益衡量方式。因此，本研究最主要的研究動機與目的，即是建立一個以消費者面為基礎，而能以絕對數字呈現於公司報表的品牌權益衡量架構與模式。zh_TW
dc.description.abstract (摘要) Nowadays, having a brand has become the most stable long-term competitive advantage of business in our dynamic and intensively fluctuated environment. The premise for taking advantage of brand equity is the necessity to understand its absolute value for a company. There exist many diversified methods to measure brand equity, including the measurements from the dimensions of company finance, consumer perception, consumer behavior and so forth. But despite the many methods available, there lacks an integrated and comprehensive consumer-based model to measure brand equity. Thus, the major motive and aim of this paper is to build a consumer-based measuring model, in order to provide the absolute number presented in financial statements.en_US
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究動機
第二節 研究目的
第二章 文獻探討
第一節 品牌與品牌權益之定義
第二節 品牌權益之來源與構面
第三節 品牌權益的衡量
第四節 建構品牌權益衡量模式之要點
第五節 品牌權益的效果
第三章 研究方法
第一節 衡量標的品牌的決定
第二節 各構面權重之決定
第三節 各構面價格溢酬之導出
第四節 消費者之品牌評價
第四章 研究結果
第一節 樣本結構
第二節 信度與效度
第三節 黑松之品牌權益
第四節 宏□之品牌權益
第五節 泰山之品牌權益
第六節 台灣大哥大之品牌權益
第七節 各品牌之比較
第五章 比較與驗證
第一節 與會計上商譽計算的比較
第二節 驗證
第六章 結論與建議
第一節 結論
第二節 建議與貢獻
第三節 研究限制與後續研究方向
參考文獻
附件
附件一 各構面之權重問卷
附件二 價格溢酬問卷之品牌辨識度測試
附件三 價格溢酬問卷之品牌聯想測試（以黑松為例）
附件四 價格溢酬問卷之對照組認知合理價格與品牌辨識度測試
附件五 價格溢酬問卷之實驗組認知合理價格與品牌辨識度測試
附件六 價格溢酬問卷之宏□電腦價格溢酬與品牌辨識度測試
附件七 價格溢酬問卷之泰山沙拉油價格溢酬與品牌辨識度測試
附件八 黑松品牌評價問卷
附件九 宏□品牌評價問卷
附件十 泰山品牌評價問卷
附件十一 台灣大哥大品牌評價問卷
附件十二 品牌知名度深度與品牌聯想表格		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001408en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 來源與構面zh_TW
dc.subject (關鍵詞) 衡量zh_TW
dc.subject (關鍵詞) 黑松zh_TW
dc.subject (關鍵詞) 宏□zh_TW
dc.subject (關鍵詞) 泰山zh_TW
dc.subject (關鍵詞) 台灣大哥大zh_TW
dc.subject (關鍵詞) Brand Equityen_US
dc.title (題名) 品牌權益衡量模式之建立與評估zh_TW
dc.title (題名) Building the Brand Equity Measurement Modelen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
陳振燧和洪順慶，民國八十八年冬季號，消費品品牌權益衡量量表之建構－顧客基礎觀點，中山管理評論：第7卷第四期，頁：1175-1199
鄭秀倫，民國八十九年，品牌傘的企業背書效果
洪順慶，民國八十八年，行銷管理
真相王證券專業資料庫，民國九十年 (網址：www.sfi.anjes.com.tw)
台灣最高行政法院裁判，民國八十二年，判字第693號 (網址：www.judicial.gov.tw)
台灣最高行政法院裁判，民國八十八年，判字第237號 (網址：www.judicial.com.tw)
英文部份
Aaker, David A (1991). “Managing Brand Equity,” The Free Press.
Aaker, David A (1996). "Building Strong Brand", New York: The Free Press.
Aaker, David A and Jacobson, Robert (1994), “Study Shows Brand-building Pays off for Stockholders,” Advertising Age, Chicago; Jul 18, 1994; Vol. 65, Iss. 30; Midwest Region Edition; pg. 18, 1 pgs.
Aaker, David A. (1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
Aaker, David A. and Day, George S (1974), “A Dynamic Model of Relationships Among Advertising, Consumer-Awareness, Attitudes, and Behavior,” Journal of Applied Psychology, Washington; JUNE 1974; Vol. 59, Iss. 3; pg. 281.
Aaker, Jennifer (1997), “Dimensions of Measuring Brand Personality,” Journal of Marketing Research, 34 (August), pp. 347-356.
Berry, Norman C. (1988), “Revitalizing Brands,” The Journal of Consumer Marketing, Santa Barbara; Summer 1988; Vol. 5, Iss. 3; pg. 15, 6 pgs.
Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12.
Blackston, Max (1992). "Observations: Building Brand Equity by Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
Blackston, Max (1995). "The Qualitative Dimension of Brand Equity," Journal of Advertising Research, Vol.35 (4): RC2-RC7.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu (1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
Cooper, Jim (1999), “Building the brand,” Brandweek, New York; May 31, 1999; Vol. 40, Iss. 22; pg. U62, 2 pgs.
Crimmins, James C. (1992), "Better Measurement and Management of Brand Value." Journal of Advertising Research, 32 (July/August), 11-19.
Day, George S., Allan D. Shocker, and Rajendra K. Srivastava (1979), "Customer-Oriented Approaches to Identifying Product-Markets," Journal of Marketing, 43 (Fall), 8-19.
Dyson, Paul, Andy Farr, and Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
Fazio, Russell H (1986), “How Do Attitudes Guide Behavior?” In Handbook of Motivation and Cognition: Foundatins of Social Behavior, R. M. Sorrentino and E. T. Higgins, eds. New York, NY: Guiford Press.
Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Gainesville; Mar 1998; Vol. 24, Iss. 4; pg. 343, 31 pgs.
Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, (Nov), Boston.
Gibson, Stanley (1988), “X/Open: First Steps,” Computerworld, Framingham; Sep 19, 1988; Vol. 22, Iss. 38; pg. 23, 2 pgs.
Green, Paul E. and V. Srinivasan (1978), "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, 5 (September), 102-23.
Interbrand (2000), www.interbrand.com
Jones, John Philip. What’s in a Name? Advertising and the Concept of Brands. Lexington, MA: Lexington Books, 1986.
Kamakura, Wagner and Gary Russell (1993), "Measuring Brand Value With Scanner Data," International Journal of Research in Marketing, 10 (March), 9-22.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
Keller, Kevin Lane (1998) "Strategic Brand Management," New Jersey: Prentice Hall.
Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control, 8th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Krishnan, H. Shanker and Dipankar Chakravarti (1993), "Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships," in Brand Equity and Advertising, David A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates.
Lassar, Walfried, Banwari Mittal, and Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1990). “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, Vol. 54 (July): 54-67.
Louviere, Jordan and Richard Johnson (1988), Measuring Brand Image with Conjoint Analysis and Choice Models," in Defining, Measuring and Managing Brand Equity: A Conference Summary, Report No. 88-104, Lance Leuthesser, ed., Cambridge, MA: Marketing Science Institute, 20-22.
MacLachlan. Douglas L. and Michael G. Mulhern (1991), "Measuring Brand Equity With Conjoint Analysis." paper presented at Sawtooth Software Conference, Sun Valley, ID, January 28-30.
Mahajan, Vijay, Vithala R. Rao, and Rajendra K. Srivastava (1994). "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions," Journal of Product Innovation Management, Vol.11: 2221-235.
Martin, G. S. and Brown, T. J. (1990), “ In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Greham, (Eds), Marketing Theory and Applications, Vol.2, American Marketing Association, Chicago, IL, p.431-438.
Ogilvy, David. Ogilvy on Advertising. New York, NY: Crown Publishing, 1983.
Parasuraman, A., Zeithaml, Valanrie, and Berry, Leonard L. et al. (1994), “Improving Service Quality in America: Lessons Learned,” The Academy of Management Executive, Ada; Vol. 8, lss. 2; p. 32, 21 pgs.
Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (October), 621-35.
Park, Su Chan and V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31 (5): 271-288.
Prentice, Robert M. (1991), "A Breakthrough that Reveals Why Most Promotions Cost 7 times as Much as Advertising," as cited in It Works! How Investment Spending in Advertising Pays O Bernard Ryan, New York: American Association of Advertising Agencies, 1991.
Rutteman, Paul and Young, Arthur (1988), “Still Too Weak, Still Too Flexible,” Accountancy, London; Nov; Vol. 102, Iss. 1143; pg. 24, 2 pg.
Scott B. Mackenzie, Richard J. Lutz, and George E. Belch (1986). “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 13 (May): 130-143.
Sharkey, Betsy (1989), "The People`s Choice." Adweek`s Marketing Week, 30 (November 27), 6-10.
Simon, Carol J. and Mary W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (Winter), 28-52.
Srinivasan, V. (1979), "Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models," Management Science, 25 (January), 11-21.
Srivastava, Rajendra and Allan D. Shocker (1991), "Brand Equity: A Perspective on Its Meaning and Measurement," working paper, Graduate School of Business, University of Texas at Austin.
Swait, Joffre, Tulin Erdem, Jordan Louviere, and Chris Dubelaar (1993) “The Equalization Price: A measure of consumer-perceived brand equity,” Intern. J. of Research in Marketing Vol. 10: 23-45.
Wilkie, William (1986), Consumer Behavior. New York: John Wiley and Sons, Inc.
Yovovich, B.G. (1988), "What Is Your Brand Really Worth?" Adweek`s Marketing Week (August 8), 18-21.		zh_TW