品牌是一种资产,是企业赢得竞争优势的一种难以复制的、内在的无形资源。品牌作为一种资产,它不仅具有一般资产的共性,也具有其个性特征,具有独特的增值途径与评估方法。目前,在保险行业进入全方位、深层次竞争阶 Brand is an asset, an invisible and intangible resource that an enterprise can gain competitive advantage. Brand as an asset, it not only has the commonality of common assets, but also has its own personality characteristics, with unique value-added approaches and evaluation methods. At present, the insurance industry has entered an all-round and deep-level competition