品牌研究Issue(4)：4-19,16.
品牌信息的度量原理
Metrical Principle for Information of Brand:Theoretical Study of Brand Measurement which Based on the Ontology of Brand Message
摘要
Abstract
The problem about how to measure brands is the main difficulty which has per⁃plexed brand academe for a long time,because the academes have not had an agreeable recogni⁃tion about the essence of brands yet. And that made the essentially canonical form of brand man⁃agement has not formed,let alone measuring brands or analyzing it quantitatively. The issue of brand essence belongs to the study of brand ontology,and it is the highest lev⁃els of brand managing science including a series of the most important and essential problems such as mass cognition of brand essence and developing law. The paper provides a rigorous frame and calculative way for scientifically brand measure on the basis of the brand essence and dimension decided on the ontology of brand message. By con⁃trast,it also proves brand ontology is true via the study of brand information measuring.关键词
品牌信息/品牌度量/度量原理Key words
Brand information/The measurement of brand message/Metrical Principle分类
管理科学引用本文复制引用
周云,祝合良..品牌信息的度量原理[J].品牌研究,2016,(4):4-19,16.基金项目
本文系北京市哲学社会科学基金基地项目《品牌信息度量方法及其在排序与择优问题中的应用研究》（课题号15JDJGB026）项目之研究成果，感谢所有课题组成员对该课题的贡献 （）
