The Study About Dimensions Of Industrial Brand

Contrast with the consumer marketing, there are unique characteristics of demanding and purchasing in the industrial marketing. But in these two marketing, the delivery of brand value is very important. Although there is abundant study about consumer brand management and brand has excellent performance in industrial marketing, the study about industrial brand is not so much About thirties years ago, academician began study industrial brand form different views. But the study about industrial brand equity is almost equal to zero. Brand equity is the core of brand management. The dimensions of brand equity is the sources of brand equity. What is the sources of industrial brand equity? How to increase the value of Chinese industrial brand equity by controlling its dimensions? It is very important to make related study in order to give guideline to the practice.This dissertation emphasized on the study of the major dimensions of industrial brand equity, and by the study to the antecedents of the industrial brand equity an integrated model of the dimensions of industrial brand equity is deduced. The study referred to theories of brand equity and purchasing behavior of organization purchasing characters in industrial market. And in the dissertation the newest studies fruit of industrial brand equity were adopted. Using empirical methods, the study made a investigation to the antecedents of the dimensions of industrial brand equity. Such viewpoints were concluded due to the study:1. In fact, the dimensions of industrial brand equity and consumer brand equity are same in some aspects. Brand awareness, perceived value, brand association and brand loyalty are the major dimensions of them. But the most difference between brand equity dimensions of consumable products and industrial products lies in their antecedents. They have different force on the performance of brand equity, consequently they will affect the function of every dimension of industrial brand equity.2. The characteristics of purchasing and buyers are the key factor of industrial marketing which different with consumer marketing. These two characteristics are also variables which can adjust the importance of different dimensions of industrial brand equity.3. Company, quality, service, place of origin are all antecedents of perceived value and brand association. Brand elements, transmit ways, front-page incidents are all predisposing factors of brand recognition. Brand loyalty is the resultant force of brand recognition, perceived value and brand association. These four dimensions build industrial brand equity.