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中文摘要：
在分析以往文献的基础上划分和理清品牌资产的不同研究视角及其关系，重点选择在根本上决定品牌资产价值、影响企业营销决策的顾客认知视角，对品牌资产的构成进行系统梳理；在此基础上，基于心理学态度理论重构出了一项整合的品牌资产逻辑模型；最后，提出了企业建立强势品牌资产的若干管理建议。
英文摘要：
Through the analysis of relevant literatures, this study classifies the different perspectives about brand equity and analyzes their relationships. Then, it chooses customers＇ cognition which would determine the brand value and influence enterprises~ marketing decisions as the main analysis perspective, and reviews the researches about construct of brand equity. Based on the litera- tures review, this study constructs an integrated model of brand equity via the theory of attitude. Fi- nally, this study gives some managerial suggestions for enterprises to build strong brand equity.
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