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

摘要： 本文分析了品牌力在数字时代的重要性，并探讨其在品牌管理中的核心地位。品牌力不仅是企业维持竞争优势的关键，更是推动经济发展的重要支点。品牌力是品牌资产在市场中的表现与映射，因此，科学合理地把握品牌资产的内涵、结构维度、测量方法及评估模型，对深入理解品牌力具有重要意义。本文通过系统回顾品牌资产与品牌力的相关文献，提炼了品牌力的核心影响因素及其评估方法。在此基础上，对比分析了不同学者及市场机构提出的品牌力评估模型，进而提出在数字时代品牌力测量与管理的新框架，旨在为企业优化数字环境下的品牌战略决策提供理论支持和实践指导。

关键词: 品牌力, 品牌资产, 营销策略, 企业管理