The Brand Evaluation Method Based On Consumers' Loyalty Degree

The purpose of this paper is to discuss the methods of brand equity evaluation. After evaluating synthetically advantages and disadvantages of several methods of brand evaluation, form a new kind of method of brand evaluation, that is the brand evaluation method based on consumers' loyalty degree. And use it in idiographic brand, that means combining theory and practice.There are five parts in this paper. The first part is the introduction, explain the research actuality and the research meaning. The second part is about the brand equity theory, narrate correlative concepts of brand. In the third part, evaluate synthetically several methods of brand evaluation. The fourth part is the hardcore of this paper, bring forward the brand evaluation method based on consumers' loyalty degree. The last part is the summing-up. The research methods of this paper are questionnaire investigation method and arrangement analytical method.After analyzing dentifrice market of China, select "liangmianzhen" as the research object. Use the brand evaluation method based on consumers' loyalty degree to evaluate it actually. From the market representation of "liangmianzhen", the result is acceptable.