Appliance Brand Brand Cohesion Measurement

With the progress in science and technology, information communication and logistics, the reduction or elimination of trade barriers among regions, people in all regions and all over the world can use the same products and enjoy the same service. It also means that the producers of any product, service providers, will be able to bring their products and services to the whole world as long as they wish and have the power to adopt the appropriate marketing strategies and tactics. The worldwide trend is that the products on the market are seriously surplus, the life-cycle of the products is shortened constantly, products are of high homogeneity. The brand has become increasingly important today. It will be very difficult for any company to develop in the market if it can not build a strong brand.Brand cohesiveness refers to consistency or similarities of the attitude people from different regions towards the same product. This study carries out the measurement of the cohesiveness of brand image of China's famous domestic brands of color TV sets such as Haier, Hisense TCL, Skyworth, Konka, Changhong, Xiahua through correspondence analysis and factor analysis of data statistics, based on the questionnaires in five cities in Shandong province. Qualitative research and quantitative research are combined and a lot of relevant rationale about the brand image construction and its measurement in the research, also a lot of report abroad is referred to and the internet association memory model makes the brand more of conception. The results show that consumers in the economically developed areas weight feeling in the color TV set selection and pursuit higher quality than those in relatively underdeveloped regions, in other words, the level of economic development impact on consumer brand awareness; meanwhile, with the geographical origin of brands in the near distance, brand perception is more similarities and brand cohesiveness is stronger.The purpose of this study is to explore the mode of dimensions of brand image of color TV sets and the cohesiveness of brand image in different regions, to make the managers understand its brand positioning orientation, to develop better brand strategy.