Research On The Organization Market-Based Brand Equity Of High-technology Firms

It is an important means for company acquiring difference competitive advantage to build strong brand. The direct objective of building brand is to gain the brand equity. Brand equity is the most important and famous concept in the 1980's.Simultaneously, brand equity is an important issues in brand management area, so does marketing management area. Research on brand equity is very abroad in the world, and the results are richness. These results have deeply affected on the developing of brand theory and guided the practice of brand marketing.The article is divided into five major parts. In the forepart of this article, it is a historic review of brand equity literature in concept, measurement and building. So far, there are important weaknesses in the brand equity literature. At first, there is not an uniform concept, therefore it will cause kinds of measuring models. Secondary, it is focused almost exclusively on the consumer market. Thirdly, it is not an industrial- based classifiable study.Part 2 states that it is important to build brand for High-tech firms. The starting points are organizational buying context and the characteristics of high-tech production.Part 3 puts forward the brand equity resource model and brand equity measure model. I present a conceptual framework and develop research propositions for the brand equity resource.Part4 is the fieldwork of the resource model. The propositions have been confirmed. Technical innovation is the most important resource for brand equity of high-tech firms.Finally, based above-mentioned, I bring forward some tactics for high-tech firms to build strong high-tech brand: a) building brand quickly; b) maintaining brand by good quality and continuing technical innovation ; c) building corporation brand-based brand structure; d) building powerful brand association.