Consumer-based Brand Equity

The Brand Equity has become one of the most popular and important marketing concept in 1980s. More and more enterprises have begun to realize that the most valued asset is its brand linked to the variety of products and services. Based on the theory of brand equity and demand of business management, this paper attempts to analyze the elements of brand equity and their mutual influence through studying five domestic brands so as to understand the customer-based brand equity (CBBE) deeply. Through study, it is found that the formation mechanism of brand equity of domestic woman shoes accords with the CBBE which was proposed by Keller in 2001. Brand awareness affects other brand dimensions significantly; Perceived quality has indirect influence to brand equity mainly through brand loyalty; Brand loyalty's intermediary role is more obvious when it associated brand awareness and perceived quality with brand equity.By contrast, the study also found that the brand dimensions of different brands have different market performance and contribution to brand equity. Belle's brand equity is the highest, followed by the order are Joy&Peace, FED, Daphne and SenDa. Belle's brand equity comes from the highest brand awareness mainly; Joy&Peace's is perceived quality; FED's is close to the industry average level; Daphne's declining quality lead to lower brand equity in spite of higher brand awareness; SenDa has the lowest brand equity comparatively.