Abstract The paper puts forward an experimental operational brand definition, namely, brand is a process that every social organization or person translates inputs of things into outputs in a certain mode. On the basis of the abovementioned definition, core competitive power, balanced scorecard, value profit chain, related brand theory and model, grounded theory, an operational brand model consisting of seven aspects, twentytow modules and eighty items is developed with the emphasis on analysis of module and content through complying with basic principle of consistent strategy, causeeffect relationship, performance driver and being linked with the brand asset indexes. In the end, the paper points out the application issues of the model and future research directions.
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