Brand Position Measurement Model Building And Empirical Study Based On Factor Analysis

With the economic globalization and constant aggravation of market competition, one of the most important marketing concepts is brand in the marketing academia. Brand position is the foundation and core for brand building, and brand position measurement is the first thing for brand positioning correct. Based on scientific marketing thoughts, objective data of the market and the tight model, we can measure brand position correctly and effectively, which is valuable for both theory and application. Based on further investigation of domestic and international relevant theories and research approaches, we set up the three-level index system of the brand position measurement, build a structure model, discuss measurement mathematics method, and have empirical study on air-conditioner brand in our country. Orientated by consumer-idea and based on the domestic and international relevant theories, we research on theory analysis, mathematics method, model building and empirical study. Based on the in-depth analysis of brand and brand position theories, we set up a three-level index system for brand position measurement which works in three aspects: brand position difference, brand position preference and brand position competitiveness. We introduce the factor analytic approach in multifactor statistics, research it's mathematics foundation, and then we build a structure model for brand position measurement. In the model, we synthetically use factor analytic approach, coefficient correlation analytic approach and linear regression method to measure more objective and effective. Finally we validate the brand position measurement index system and model from empirical study on air-conditioning brands in our country. The brand position measurement index system and model which is given in this paper can find position difference among competitive brands and give the driving factors for brand position in the markets. From this system and model, we can measure brand position correctly and effectively, which has actual using value for both theory research and brand marketing management of enterprises in our country.