Research Based On Brand Loyalty Of Brand Equity Evaluation Methods

Since the brand equity was introduced into marketing from the 1980s,the brand equity has obtained the thorough study and application as one kind of new marketing theory in the academic and the enterprise. The domestic and foreign scholars generally study the brand equity from three angles: financial angle, market angle, customer angle. Only when the brand has been recognized by customers, 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. The brand loyalty is the important integrant part that influences the brand equity. This article attempts to assess the existing methods of brand equity as a theoretical basis for the outcome to brand loyalty as the breakthrough point, according to business to brand loyalty different focus of concern, combined with brand equity assessment of the actual cases, conducting analysis and use of, and pay attention to quantitative and qualitative indicators of the organic combination of indicators, so that the brand equity assessment of the effectiveness of the method.According to the business of brand loyalty are concerned about a different focus, mainly from the consumer level, enterprise level as well as the level of competition for brand loyalty measurement and evaluation. Extracted eight elements, they are divided into: Perceived Quality, Brand Association, Brand Satisfaction, Name Awareness and Brand Image of quality, Brand Competitiveness, Brand Maintain Rate, Brand Transfer Rate. Design for brand loyalty factor system, use the AHP method to determine the establishment of Matrix, use the brand equity value of Professor Fan Xiucheng for calculation. The paper is aimed to constitute certain method based on brand loyalty, could be given proper consideration after study on current methods. After analyzing computer market of China, select"Lenovo computer"as there search object. Use the brand evaluation method based on brand loyalty degree to evaluate it actually. From the market representation of"Lenovo computer", the result is acceptable.