The Research Of Brand Tactics Focused On Brand Equiety

The key of marketing is to attract new customers, maintain the relationship with customers which a company already has especially with the high-valued customers. As the cost of attracting a new customer is more than five times than maintaining a customer, and the number of customer is limited, the main way to increase income for a mature company is to enhance customer equity. As you know, brand tactics can influence customers'buy decision, which leads to high customer equity. The main problem of a company is to make excellent brand tactics with as less as money to meet customers'need in order to enhance customer equity. The mission of a company is to create high customer equity, and brand tactics is only a way to make it. Many companies ignore this when making brand tactics, which leads to customer loss and hurt their brands. Based on this background, the paper puts up the brand tactics focused on the customer equity.The paper is try to figure out a way to enhance customer equity based on brand tactics focused on the customer equity in a mature company. Form the view of brand equity from the framework of customer equity, the paper makes a research on how to create excellent brand and high brand equity with less investment on brand tactics in order to maintain high-valued customers and enhance their CLV which leads to high customer equity.In the following chapters, the author first makes a conclusion of the existing customer equity and brand equity theories. Based on these theories,the paper puts up a new concept of brand equity based on customer equity and brand equity drive factors, which links the specific brand tactics with customer equity of a company,so brand manger could focus on the customer equity when making brand tactics. The second and the third chapters are foundation chapters of the paper. The fourth chapter is the fruit of the paper which makes a good basement for the case of the fifth chapter.The brand tactics focused on customer equity provides a new method and tool to the brand managers and can be applied to practices. This new method is accepted in...