目 录摘 要..........................................................................................................................4Abstract..........................................................................................................................5第一章 导论................................................................................................................6一、研究背景.........................................................................................................6二、研究意义.........................................................................................................6（一）理论意义..............................................................................................6（二）现实意义..............................................................................................6三、研究内容和方法.............................................................................................7（一）研究内容..............................................................................................7（二）研究方法..............................................................................................9第二章 品牌及个人品牌............................................................................................10一、品牌理论概述...............................................................................................10二、个人品牌理论概述.......................................................................................10第三章 个人品牌价值及其评估................................................................................11一、个人品牌价值...............................................................................................11（一）个人品牌价值的概念........................................................................11（二）个人品牌价值的构成要素................................................................11二、个人品牌价值主要评估方法介绍........................................
