Research On Brand Equity Of Functional Beverage

With the rapid economy development of China, Chinese people think much of the health of themselves and their families, so the functional beverage which can adjust components of nutrition scientifically comes forth. Nowadays the total yield of the beverage of the world is more than 300 billon litres, the functional beverage is the kind of which develops fast. Considering the vehement competition of beverage marketing of Cheng Du city, this article aims to do research about the brand equity condition of 9 main functional beverage brands in Cheng Du beverage marketing. Based on the summarization of many researches about brand equity, the article chooses the relationship with consumers aspect to do research on brand equity.Brand Equity is a comprehensive marketing concept that can be annotated from many aspects such as financial data,power of marketing competition,relationship with consumers and so on. When evaluating brand equity, the domestic enterprises generally pay attention to financial aspect only, especially to the selling incomes from brand, but neglecting the influence from consumers. However, a brand has value to be evaluated just because it has value to consumers, though brands are created and held by enterprises, it is consumers to consume and enjoy the brands. Brand is a concept based on consumers, which is also supported and emphasized by international modern brand theory. A brand is unworthiness if it could not bring benefits of function and sensation to the consumers. A brand can get much stronger and continual profits if it has good relationship with consumers, which is the base to evaluate the brand equity from financial aspect.The article applies the brand equity engine model invented by Research International on the base of summarization of many other models to evaluate brand equity. The article establishes a model to evaluate functional beverage brands on the base of RI equity engine model and consideration of characteristic of functional beverage. The article applies the model to evaluate 9 main functional beverage brands of Cheng Du beverage market. The data needed were acquired through inquiry in supermarkets .According to the result of evaluating , the article analyses the brand equity of"Squeal"mainly, and gives suggestion about brand marketing and management to the Yangshengtang company who is the owner of"Squeal"in the end .