新生品牌资产先发优势解析

发布时间：2018-06-20 17:13

本文选题：新生品牌资产 + 先发优势　；参考：《学术交流》2013年11期

【摘要】：新生品牌资产先发优势已成为企业品牌资产构建的重要影响因素。通过对新生品牌资产先发优势的解析,可以发现由于客户具有风险厌恶心理,往往会坚持使用已知或已使用的品牌产品。新生品牌资产正是基于先发优势,可以轻易获取客户对新生品牌的忠诚与认可,进而直接影响客户的品牌转换成本。新生品牌资产的品牌先发优势可以帮助企业快速建立品牌识别度从而增加销售量,进而抢占市场份额获得大量的市场经济回报。而新生品牌资产的专利技术优势则是先发企业市场竞争优势主要基石,合理利用专利技术先发优势,将合法取得市场暂时垄断地位,从而能够大量占据市场资源。同时,新生品牌资产先发优势的发挥、转换与反哺,也将支持新生品牌资产自身的完善与发展,保证先发企业能够有效阻止竞争对手超越,并成为市场的长期领导者。
[Abstract]:The preemptive advantage of brand equity has become an important factor in the construction of brand equity. By analyzing the preemptive advantage of new brand equity, we can find that because of the risk aversion of customers, they often insist on using known or used brand products. New brand equity is based on first-mover advantage, which can easily obtain customer loyalty and recognition to new brand, and then directly affect the cost of brand transformation. Brand first-mover advantage of new-born brand equity can help enterprises to establish brand recognition quickly and increase sales volume, and then grab market share to obtain a large amount of market economic returns. The patent technology advantage of the new-born brand asset is the main foundation stone of the market competition advantage of the first-mover enterprise. The rational use of the first-mover advantage of the patent technology will legally obtain the temporary monopoly position of the market and thus can occupy a large number of market resources. At the same time, the development, transformation and feedback of first-mover brand equity will support the improvement and development of brand equity itself, and ensure that first-mover enterprises can effectively prevent competitors from surpassing and become long-term market leaders.
【作者单位】：武汉理工大学文法学院;
【基金】：2012年度国家知识产权局科研项目“传统产业知识产权转型升级—知识产权集群管理研究”阶段性研究成果
【分类号】：F273.2

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