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2210Vol.25No.10200010ForeignEconomies&ManagementOct.2000:F276.7:A:100124950(2000)0920030208(,300071):,2090,,,,,,;,,,,;,,:;;;10,,,,,,,,,,2080,,,(Aaker,1996;Kapferer,1997;Urde,1999;,2000),,2090:2000-06-06:(1965-),,03©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(BarwiseandRobertson,1992),,,,,,,,:112090,20802090,,,20801700209012000;,2702000,,207080,,,,,,,,2070,,,,,(Mitchell,1999),,,,1991-19941/4,,20,55%,36.5%209025%,20003M,1990,3M50029,6,25%3M,:,,,,2080,1001500,,3M3M,2090,,,,3M,700,413©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,,,,,,,,BodyShopIntelNikeVirgin,;,GilletteSensorGelSeries,,,,,(DoubleJeopardy),,,,,,,,,(),10(,1998),,,,,,80,,,,,,,;,,(),,,,BSN,,Danone,DanoneElidaPonds,90,NiveaNivea,,,90,,,,,SensorAnheusernBuschEagle,,,23©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Conbranding),,,,(Sensor),,,,Nes,Nescafe()Nestea()Nesquik(),,,90,103M,,3M,,,,90IntelInside,90,,75%,19%,(LaforetandSaunders,1999),,,King(1991),,,,,,,EdArtz,,(Keller1998),89%,;71%,,,,,,,,,;,,,,33©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Aaker,1996;Berthon,1998;Mitchell,1999),,,(HEC)Kapferer(1997),,,,11,,,,,(Gregory,1997),,(1)1,(),,,,,,,,,,,,,,43©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Macrae,1999)2P,(Pride)(Passion)RobertGozeuta,,;,21,1996,,PIFERP(Personalized),;I(Informa2tive),;F(Flexible),;E(Expert),;R(Responsible),PIFER,,,,,,,,20%PIFER,,,PIFER31,,,,(Virgin),,2090,,,20RichardBranson,,,,,,,41PharmaciaNicorette(Urde,1999)1990,PharmaciaABLEO,Nicorette,,1984,Pharmacia,,PharmaciaNicorette,,Pharmacia(),53©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Low,1994),1994,,,,,,,,,,,,,,90,,,,,,(HankinsonandCowking,1997),(Keller,1998)IBM,,(Keller,1998),(CategoryManagement)20802090,,40,,,,2090,,,,,,,,,2,263©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),,,,,,,,,,,,,,,,,,,,,,,,,;,,,,;,,,,,,,,,:[1]D.A.Aaker.BuildingStrongBrands[M].FreePress,1996.[2]P.Barwise,andT.Robertson.BrandPortfolios[J].EuropeanManagementJournal,1992,10(3).[3]P.Berthon,J.M.Hulbert,andL.F.Pitt.BrandManagementPrognostications[J].SloanManagementReview,Winter,1999.[4]G.HankinsonandP.Cowking.Brandinginpractice:theprofileandroleofbrandmanagersintheUK[J].JournalofMarket2ingManagement,1997,13.[5]J.Kapferer.StrategicBrandManagement(2nded)[M].KoganPageLimited,1997.[6]S.LaforetandJ.Saunders.Managingbrandportfolios:Whyleadersdowhattheydo[J].JournalofAdvertistingResearch,1999.(1/2).[7]C.Macrae.BrandRealityEditorial[J].JournalofMarketingManagement,1999,15.[8]A.Mitchell,OutofShadows[J].JournalofMarketingManagement,1999,15.[9]M.Urde.BrandOrientation:AMindsetforBuildingBrandsIntoStrategicResources[J].JournalofMarketingManagement,1999,15.73©1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.