任何企业最重要的无形资产是其品牌。公司的名称、符号和口号以及它们潜在的关联、感知的质量、名称意识、客户群和相关的专有资源构成了品牌资产的基础。大多数被引进的新品牌之所以失败，是因为缺乏适当的市场研究和定位分析。成功建立一个品牌的核心在于准确的定位策略。本单元通过学习战略性地创造、定位、发展和保护品牌资产，帮助学生理解品牌资产的概念和品牌资产的管理。
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