品牌关系理论认为品牌的实质是企业品牌与利益相关者之间的互动关系。以社会学、经济学和管理学等学科理论为基础，从品牌与利益相关者互动动因、互动响应模式、互动接触点、互动维度和互动类型等五个方面分析了品牌与利益相关者的互动机理，用博弈论分析了品牌与利益相关者的互动关系，构建了品牌与利益相关者互动的整体模型，并提出了基于品牌与利益相关者互动的全面品牌关系质量管理模型。%The theory of brand relationship regards the essence of brand as the interaction re-lationship between brand of enterprises and stakeholders. Based on the theory of economics,sociol-ogy and management,the paper analyzes the interaction mechanism of brand and its stakeholders from five aspects,including the motivation,the answering mode,the contact points,the dimen-sions,and the types of interaction. Besides,the interaction relationship between brand and stake-holders is analyzed by using game theory. An interaction model between brand and stakeholders is then constructed,and a management model of total brand relationship quality is proposed based on the interaction between brand and its stakeholders.
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