品牌是继人力资源、商品、货币和信息后的第五大资源(Hirose Y 2002),因此,本文基于Hirose模型对我国上市商业银行的品牌价值进行评估,并对品牌价值和净利润的相关性进行分析。实证结果表明:品牌价格优势(PD)对品牌价值影响最为显著;国有四大银行的品牌价值与其他商业银行有着明显的差异。 The brand is the fifth largest resource after human resource, commodity, currency and information (Hirose Y 2002). Therefore, this paper evaluates the brand value of China’s listed commercial banks based on the Hirose model and analyzes the correlation between brand value and net profit Analyze. Empirical results show that: the brand price advantage (PD) has the most significant impact on the brand value; the brand value of the four big state-owned banks has obvious differences with other commercial banks.