Brand Asset Value Growth Mechanism

As a unique intangible asset, brand has a special added value, it belongs to one certain organization, being protected by the relevant patent and laws, so in this sense, brand competitiveness represents the core competitiveness of enterprises. Especially in the fast-moving consumer goods industry, consumers can easily switch to different brands in similar products, therefore, in the fast-moving consumer goods industry, brand has become an important factor which affects market share in the fast-moving consumer goods industry. This is also one of the important reasons for a fast-moving consumer goods company to dedicate to brand asset management.The first part of this thesis mainly elaborates the background and significance of the subjects, and then briefly reviews domestic and foreign research literature; consequently, on this basis the content structure and research methods are presented. The second part deals with the theoretical basis for thesis on the basis of summary of the brand and brand characteristics and brand equity. This part extracts factors affecting brand equity value growth mechanism by referring to brand life cycle model and brand value assessment model. The third part refers to analysis of the status quo of brand equity value in fast-moving consumer goods industry, and points out the main problems of brand asset management in China's fast-moving consumer goods industry. According to the four factors extracted, the fourth part presents how to establish and improve the brand equity growth mechanisms so as to achieve the goal of brand equity value-added. Finally the thesis introduces case study to analyze Yili's brand equity growth mechanism, so as to confirm the theoretical point of view, and then summarizes the conclusion.