关键词: 品牌力, 品牌资产, 营销策略, 企业管理

Abstract: This analyzes reviews the significance of brand power in the digital age and explores its central role in brand management. Brand power is not only a critical factor for enterprises to maintain competitive advantage but also serves as a pivotal driver for economic growth. Brand power can be understood as the market manifestation and reflection of brand equity. Therefore, research perspectives on the conceptual definition, structural dimensions, measurement methods, and evaluation models of brand equity are crucial for a deep understanding of brand power. Through a systematic review of literature on brand equity and brand power, this paper identifies the core influencing factors and evaluation methods of brand power. Based on this understanding, this paper comparatively explores various brand power evaluation models proposed by scholars and market institutions, and subsequently proposes a new framework for measuring and managing brand power in the digital age. This framework aims to provide both theoretical support and practical guidance for enterprises seeking effective brand power management in the evolving digital landscape.

Key words: brand power, brand equity, marketing strategy, business management