Based On Consumer Brand Equity Measurement And Management

Brand management in china has developed from the simple brand awareness to the advanced stage of the strategic management of brand. In the market not only in professional brand management institutions, in enterprises senior internal brand management personnel are constantly emerging, Enterprise development strategy has been developed from a simple expansion of the scale of access to senior brand expansion era. In the process of brand expansion, enterprises need to quickly identify high valued brand and maintain its own brand value growth. Therefore, to assess the assets that create brand value becomes hotspot of academic research.In this study, brand equity as the research object, through theoretical analysis and empirical research, we developed measurement scale and management model based on the consumer's brand equity. First, the brand equity of the domestic and foreign research results were reviewed, which provide basis for the design and implementation of preparedness and theoretical basis of knowledge; We understand that through consumer interviews basic consumer brand awareness, interviews recorded content analysis of this study provided the major dimensions of brand equity and the basis of measurement; based on the survey data of this study ,variance analysis has selected effective measurement of cross-market, cross-brand, cross-regional brand equity measurement, Factor analysis purify the brand equity dimensions and verify the effectiveness of various dimensions;Finally, the structural equation model of the brand equity explore the structural relationship between dimensions,which verified "brand ladder" model.This paper is divided into five parts:PartⅠintroduced the realistic and theoretical background of research, research objectives and key issues to be solved, explained the practical and theoretical significance of the research, set out the ideas, technology line, main content and research methods of the study.PartⅡintroduced the concept of brand equity and its different definitions, the progress and major achievements in the brand equity measurement theory and empirical research from the domestic and foreign scholars, and noted the inadequacies of their study.PartⅢintroduced the design and progress of focus group, comprehensively outlined the structure of consumers'brand knowledge through content analysis, process of design and carry out of the survey, variance analysis, factor analysis, developed measurement scale of brand equity based on consumers and tested its reliability and validity.PartⅣintroduced the structural equation modeling, testing and revision process, established and analyzed brand equity pyramid model, Finally, we provide some suggestions for brand asset management based on the pyramid model.PartⅤsummarized the innovation and weaknesses of this research, put forward possible future research directions of brand equity measurement.