Investigation Of Integrating A Dynamic Model Of Brand Equity From Three Perspectives

The issue of brand equity has emerged as one of the most crucial topics for marketing management in the 1990s, Brand equity has been considered in many contexts, there are numerous method for evaluating brand equity including three perspectives:financial perspective, marketing perspective, and consumer perspective. This thesis developed the three perspectives into virtual economic perspective, real economic perspective and consumer perspective. Then analysis three kind of models; brand equity evaluation model in three perspectives. Doing comparative research on each kind of model, generalize the key factors of each kind of model, and building the dynamic brand equity model in three perspectives through theory-analysis and brand value chain-analysis, design the evaluation index system of dynamic model, optimizing the evaluation index system by analysis subordination degree of index system, and confirming the weight of each indicator by analysis the survey chart of scholars. In the end of the paper discuss the application and economic value of the model. The application of the model including three aspects:first, it can be used for evaluating the brand equity of an enterprise. Second, it can be used for evaluating the brand equity of one region or one industry. Third, it can be used for comparative research of different models between regions or industries. The economic value of the model including three aspects:first, the consumer factors play the most important role in brand equity. Second, the cost structure and brand attitude influence the brand equity slightly. Third, a market share, the stock prize of brand and brand loyalty play most important role in the brand equity.There are five chapters in this thesis. The first chapter is an introduction of the background, the meaning of analyzing, the method of research and the research direction. The second chapter is the literal review of brand equity all over the world. The main aim is to introduce the basic concept of brand, brand equity and brand equity model, the drawback of existing research. The third chapter is the foundation of dynamic brand equity model, analysis three kinds of brand equity model, and generalizes the indicators of each kind of model. This includes three perspectives:virtual perspective, real perspective and consumer perspective. The fourth chapter is the modeling of dynamic brand equity model based on the brand value chain theory. Build the index system of dynamic brand equity model. This chapter optimizing the evaluation index system by doing research on subordination degree of index system, and confirming the weight of each indicator. The fifth chapter is the innovation of this thesis, the lack ness and the future direction of research.