著名品牌战略专家David Aaker提出了品牌五大资产，即品牌忠诚、品牌知名、品质认知、品牌联想和专有资产。这些资产的总和构成了企业的品牌资产，它可以提升一个产品或服务的价值。其中，品牌忠诚在品牌资产中占有特殊的地位，它是顾客价值和企业价值的载体[1]。随着市场经济的发展，品牌竞争的时代已经到来。品牌忠诚作为企业资产的重要组成部分，可以为企业带来切实的利润增长和竞争优势。任何品牌想要长久立于不败之地，培育消费者长期的品牌忠诚是有效途径，这就需要品牌企业准确地分析行业特征和目标客户群，不断地维护和提升目标消费者的品牌忠诚度。%Famous brand strategy expert David Aaker proposed the brand five major assets, brand loyalty, brand, perceived quality, brand association and proprietary assets. The sum of these assets constitute the brand equity of the enterprise, it can enhance the value of a product or service. The brand loyalty occupies a special position in the brand equity, customer value and enterprise value carrier.With the development of market economy, the era of brand compe-tition has arrived. Brand loyalty as an important part of the corporate assets for corporate to bring tangible profit growth and competitive advantage. Any brand you want long invincible, cultivating long-term consumer brand loyalty is an ef-fective way, which requires brand enterprises to accurately analyze the characteristics of the industry and the target customer base, continue to maintain and enhance the brand loyalty of the target consumers.
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