品牌运营的目标是增加品牌价值。经过研究中外51类商品153个品牌以后,我得出的结论是“每一美元品牌资产就可以换来一美元的销售额”。所以说,对品牌的营销就是利用品牌价值提高品牌在市场上创造效益的能力,即品牌创益力。品牌创益力概念的内涵是一种正比例的关系,品牌价值越大,品牌创造市场效益的能力就越大。例如,当柯达的品牌价值是41.2亿美元(1992年)的时候,它创造的销售业绩是26.6 The goal of brand management is to increase brand value. After studying 153 categories of Chinese and foreign goods 51 brands, I came to the conclusion that “every dollar of brand equity can be exchanged for a dollar in sales.” Therefore, the brand of marketing is the use of brand value to enhance the brand in the market to create benefits, that is, brand innovation. The connotation of the concept of creating a brand is a direct proportion of the relationship between the brand value, the greater the brand's ability to create market efficiency, the greater. For example, when Kodak's brand value was 4.12 billion U.S. dollars (1992), it generated sales of 26.6