Study Of The Brand Equity Based On Customer Loyalty

Since the brand equity was introduced into marketing domain from the 1980s, the brand equity has obtained the thorough study and application as one kind of new marketing theory in the academic circle and the enterprise circle. The domestic and foreign scholars generally study the brand equity from three angles (financial angle, market strength angle, customer angle). The brand only obtains customer's approval, and holds the certain position in customer's heart, then may form the brand equity. So, the customer angle is the reason of forming the brand equity and the other two angles are the final display of the brand equity. The paper will choose the customer angle to study the brand equity.Through combing and analyzing the literatures about the brand equity, and referring to some scholars' study fruits, the paper proposes the "five degrees model of the brand equity", namely the customer cognition degree, the customer well-knowingness degree, the customer fine-reputation degree, the customer association degree and the customer loyalty degree. The customer loyalty is the organic synthesis of the attitude loyalty and the behavior loyalty,and is the important integrant part that influences the brand equity, which obtain academic circle's widespread approval. The paper explains that the customer loyalty is the central manifestation of the brand equity from the theory and the actual proof, and carries on the brand equity study based on the customer loyalty from the appraising, promoting and managing. Firstly, according to the adjustment of "loyal factor method", the paper carries on the appraising to the brand equity, and carries on the confirming with the case. Secondly, considering how to enhance the brand equity through the customer loyalty degree, the paper proposes "the brand equity promotion mode" which is the organic synthesis of the enhancement factors of the customer loyalty degree and the promotion ways of the brand equity. The advantageous consequence from the enhancement of the customer loyalty degree can effectively promote the brand equity, and the paper further proposes basic marketing supporting system which can promote the brand equity based on the customer loyalty. Finally, the paper discusses the management strategies of the brand equity based on the customer loyalty from three aspects.