自“品牌”这个概念诞生之日起,品牌评估就成了营销人员以及广告公司的固定工作内容。几乎每一个营销人员、广告公司、营销顾问、研究团体都会评估产品品牌的个性、贡献、优势和缺陷。进行评估的方法很多,包括定性方式和定量方式,还有类比法、真实情境法以及其他一些可以描述品牌生存状况的方法。他们探求品牌对消费者的吸引力何在,也研究品牌如何适应消费者的需要。 Since the “” brand "concept of the birth date, brand evaluation has become a fixed job content for marketers and advertising companies. Almost every marketer, advertising agency, marketing consultant, research community evaluates the personality, contributions, strengths and weaknesses of the product brand. There are many ways to assess, including qualitative and quantitative methods, as well as analogy, real-world method and other ways to describe the brand's existence. They explore the appeal of brands to consumers and examine how brands adapt to consumer needs.