Research On Brand Building And Brand Equity Assessment Based On Added Value

At the time of China’s market-economy developing, the brand is becoming the one of the most valuable asset. O ne of the biggest tests, for the entrepreneurs, is to obtain the comprehensive competition capacity of effectively creating brand, accumulating brand, enhancing brand, to acquire more value-added through managing brand. Through the researches on the added value, brand value and evaluate a comprehensive analysis, found that there are some problems in the study: brand building separate from the research e lement of brand value; the relationship between brand added-value and brand value to stay in qualitative analysis of the discussion; research on the brand value of content and assessment ignores the operational activities of the enterprise analysis, corporate brand building lacks practical significance. To solve the above problems, mainly to do the work of several aspects as follows:First, the article takes analysis on available theories and methods of brand evaluation, analyzes relationship between these theories, methods and brand- value establishment; analyzes the relevance of these theories, methods and marketing activity of enterprises. Through these analysis, it is to find the inner relevance of brand evaluation and brand value, and solve the issue of analysis abruption on brand evaluation and brand value.Secend, the article takes analysis on mechanism of value-added being acquired by brand, methods of brand- value establishing and brand building through aspect of value-added. It analyzes and indicates the origin of value-added and mechanism of its creation, disputes the correlation of each elements and theirs degree of importance; analyzes degree of effects on value-added by each elements, as well as the origin of brand value-added, elements involved, a nd inherent logic of brand managing activity. It is to finally connect the brand value-added and brand marketing activity of enterprises.Third, the article takes analysis on actual cases of enterprise brand building, and comparative analysis on the proce ss and brand value evaluation results, figures out the new understanding of elements involved, works out a series of tools for brand building, provides out a set of system method for brand building of enterprise. At the same time, the use of system dynamics, build operational capacity of the system of independent brand model, the R & D, production and marketing of mutual coordination between the three subsystems, promote the healthy functioning of the model of independent brand operating system’s ability to help companies systems thinking, enhance brand added- value.Fourth, the article takes design of the brand building model on the basis of brand value-added, and indicates the correlation, interaction among marketing activity(brand building),brand value-added brand value establishment, and mechanism of brand value establishment; designs brand value evaluation method on the basis of value-added building model, provides a new vision of brand value evaluation.