The Application Of Brand Equity Evaluating In Banking

Brand is a kind of intangible assets, and more people approbate its importance gradually. The brand equity evaluating became an issue in current academic research. Foreign banks set a great deal of business offices in China, and domestic banks will face competition pressure. Local banks should improve brand management to get competition advantages. The management situation of the whole enterprise can be reflected via brand equity evaluating, so the brand equity evaluating should be special important.First, this article summarized the methods of brand equity evaluating, from three aspects as follows: the finance, market, consumer respectively, and especially introduced Interbrand evaluating method, Financial World method. Then, according to customer based brand equity relation model, detailed the formation process of brand relationship, and also elaborated the pyramid brand relationship model from its four levels and six indicators. Besides that, the article developed the pyramid model. Based on the methods of brand equity evaluating and pyramid brand relationship model, this article elaborated the conception of banking brand equity, from brand image, brand action and symbol, customer judgment and feeling, and brand accord. If the evaluating purposes were different, the enterprise's strategic orientation was dissimilar, or brand's development in a different period, evaluating indicators'selection should also be different. The brand development should be divided into three periods, that is width expansion, depth expansion, highness expansion. Distinguished the period, this paper evaluated the bank's capability of attracting new customer, competitive brand's customer, promoting the loyalty of the customer and maintaining the customers'loyal. At last, it was indicated that the brand equity evaluating could be a implement to instruct bank's brand strategy.