Consumer-based Brand Equity Evaluation

With the rapid increase of people's income, the dairy products have already become the necessities on urbanite's dining table. As the most nutritious of the dairy products, yoghurt has become more and more welcome, and its consumption has been increasing far more drastically than other diary products. Beijing yoghurt market has become the limelight of yoghurt competition. Based on the consumers' opinion, the thesis aims to evaluate the brand equity for 19 yoghurt brands on Beijing yoghurt market. The thesis summarizes the brand equity evaluation methods and models used domestically and overseas. According to the summary, the thesis chooses the brand equity evaluation method that is based upon the consumers' opinion, and elucidates the principle and feasibility of the consumer-based brand equity evaluation method.The thesis adopts the concept of consumer-based brand equity brought up by Kevin Keller, and applies the brand equity engine model invented by Research International. Referring to the framework of the brand equity engine, the author combines the features of yoghurt, builds a new model which is suitable for the evaluation of the yoghurt brand equity. The research data is obtained directly from the supermarket consumers. The research results reflect Beijing consumers' general opinion on the 19 yoghurt brands. The thesis emphatically analyzes the general situation for Sanyuan yoghurt, compares its differences with other yoghurt brands, and finds out its brand image that drives its brand equity. According to the general situation of the 19 brands, the thesis estimates the changes in the market share for the 19 yoghurt brands by the Logistic curve. At last, the thesis provides the Sanyuan Company with the useful information on choosing suitable brand location, managing brand images, and increasing the brand equity.