The Survey And Research Of Brand Equity And Relations With Its Marketing Strategy

Based on the survey of 100 enterprises, brand equities were studied with Statistic Software tools. According to present situation of brand equity, for the first time, five important brand equity factors were extracted from brand features by applications of Principal Component Analysis and Factor Analysis methods, they were brand status, Customer-recognized value, brand image, brand creative abilities and brand executive abilities; on the same time, Five types of brand equity were divided with K-means Cluster methods on the base of five brand factors, they were Leading Brand, Matured or Ripe Brand, Concrete Brand, Customer-based Brand and Creative Brand.In order to extract brand equity strategy , Correlation and Linear Regression Analysis Methods were used, as a result of analysis, four strategies were put forwarded including Brand Marketing Strategy, Marketing Dividing Strategy, Marketing Stretching Strategy and Marketing Entrance Time, applying Nonparametric Tests and Duncan tests, five brand equities were also differed in many aspects. The program present high-level research value and provided scientific basis for brand manager to make brand planning and brand management.