品牌指数标准QBIS2008QianjiaBrandIndexStandard2008（第一版）制订：千家品牌实验室时间：2008年1月1日目录1、前言..................................................................................31.1目的.............................................................................31.2准则.............................................................................31.3概述.............................................................................32、品牌指数理论依据.....................................................................42.1品牌生态学理论背景.............................................................42.2品牌2.0理论中的生态元素......................................................42.2.1品牌.......................................................................42.2.2品牌母体.....................................................................42.2.3树冠.......................................................................52.2.4树干.......................................................................52.2.5根.........................................................................52.3.1品牌接触点.................................................................52.3.2品牌自触点.................................................................52.3.3品牌它触点.................................................................62.3.4品牌基触点与品牌底触点....................................................62.3.4.1品牌基触点...............................................................62.3.4.2品牌底触点...............................................................62.4品牌投影值测量法..............................................................63、品牌指数指标........................................................................83.1品牌识别.......................................................................83.2信息化建设.......................................................................83.3渠道建设.......................................................................93.4客户拓展.......................................................................93.5媒体表现.......................................................................93.5.1平面媒体表现................................................................103.5.2网络媒体表现................................................................103.6搜索力........................................................................103.7口碑..........................................................................104、品牌指数监测系统....................................................................114.1品牌指数监测系统要求..........................................................124.1.1理论依据...................................................................124.1.2监测数量...................................................................124.1.3监测周期...................................................................124.1.4监测指标...................................................................124.1.5数据录入...................................................................124.1.6数据计算...................................................................124.1.7数据发布...................................................................124.1.8用户监督机制............................................................
