品牌关系是营销学的一个重要领域，品牌关系模型是用来衡量品牌关系的主要方法。迄今为止，学者们开发了大量品牌关系评估模型，但是这些模型存在各维度之间关系不清晰、缺少明显层次；缺少实证研究的支持；在维度提出上不够严谨等问题。因而，本文结合中西方学者的最新研究成果，采用实证分析探讨适合我国国情的基于消费者的品牌关系评估模型。共选取品牌知名度、品牌情感、品牌忠诚这三个维度作为本文模型的维度，并提出六个假设：品牌知名度对品牌忠诚有显著影响；品牌知名度对品牌情感有显著影响；品牌知名度对品牌关系有显著影响；品牌情感对品牌忠诚有显著影响；品牌情感对品牌关系有显著影响；品牌忠诚对品牌关系有显著影响。在收集了两个行业三个品牌的数据进行分析发现，除品牌知名度对品牌关系的影响不显著外，其他假设都成立。最后，又通过路径分析检测模型在三个品牌中的应用情况，发现5个假设的路径值在不同的行业中有着显著的差异。最后，本文依据上述结果提出了品牌关系管理的建议，并对总结了研究局限和对未来研究的建议。

Brand relationship is an important area in marketing, brand relationship model is used to measure the primary means of brand relations. To date, scholars have developed a substantial relationship evaluation model, but the dimensions of these models are not clear, lack of levels or empirical research support. Therefore, this paper combines the latest research from western scholars, using empirical analysis to explore the condition of our country for the brand relationship evaluation model. We select brand awareness, brand feelings, brand loyalty these three dimensions as a model of the dimension of this article, and making six assumptions: brand awareness has a significant impact to brand loyalty; brand awareness has a significant impact on brand feelings; brand awareness has a significant impact on brand relationship; brand feelings has a significant impact on brand loyalty; brand feelings has a significant impact on brand relationship; brand loyalty has a significant impact on brand relationship. The data from two industries have found that, the impact of brand awareness to brand feelings is not so significant, all other assumptions have been set up. Through the path analysis in the application of the three brands,we find that the five hypothetical path values in different sectors have significant differences. Finally, according to the results, we suggest several ideas about the brand relationship management, and summarize the research limitations and recommendations for future research.