对厂商而言,消费者对某一品牌所持有的品牌形象,叫做品牌力(BrandPower)。任何品牌战略在拟定以前,都必须对自己公司品牌的品牌力做详细评价。在评价品牌过程中,品牌知觉优势和品牌活力是两大重要因素。品牌知觉优势是由消费者认知并熟悉品牌所产生的亲近感,以及由好感而引起的尊重所决定;品牌活力则是由品牌对消费者生活的意义所带来的相适程度及品牌所 For manufacturers, the brand image that consumers hold for a brand is called BrandPower. Before any brand strategy is drafted, it must evaluate the brand power of its own company brand in detail. In the evaluation of the brand process, brand awareness and brand vitality are two important factors. The brand perceived advantage is determined by consumers’ familiarity with and familiarity with the brand, as well as the respect caused by the goodwill; brand vitality is the degree of suitability of the brand to the consumer’s life and the brand’s