A Retailer To Create Strong Own Brand Of Empirical Research

In recent years, with the development and expansion of retail enterprises, many large retailers began to establish and promote their private brand (PB), which means when the retailers sell the nation brand, they are also selling their private brand products. However, compared with the nation brands, PB development is still not very mature, therefore, retailers have been continually thinking about the development of their PB strategy. On the brand strategy development, retailers became more and more interested in the strong brand strategy.Strong brand has an excellent adaptability to the business environment, and thus to survive and develop, then acquire a strong position in the market. Because of the unique advantages of strong brands, so the major retailers are thinking about:how a strong brand is formed; how to create a strong brand. To resolve these two issues, the key point is to make a fuss about the brand equity. Talking about brand equity based on consumer-level concept, at present, the most representative and influential definition is undoubtedly the well-known expert Keller's "Customer-based brand equity". Even more important, it can be a good answer to these two questions:how a strong brand is formed, and how to create a strong brand.This study based on "Customer-based brand equity" model, carried a survey with the current global retail giant Wal-Mart's consumer as sample datas, then used statistical software-SPSS 16.0 to analyze the six phases of creating a strong brand—brand salience, brand performance, brand image, brand judgments, brand feelings, brand resonance, as well as their respective relationship with the brand equity, thus to reveal the experience of Wal-Mart in creating its PB. Meanwhile, in order to explore ways of how to promote the strong brand, this study also devoted to an analysis of the relations between brand promotion and brand equity.The results suggested that brand salience, brand performance, brand image, brand judgments, brand feelings, and brand promotion are all related to a PB's brand equity and have a significant positive effect. This means that the higher degree of brand recognition, the better feelings of the brand performance and brand image, the higher evaluation to brand judgments and brand feelings a consumer has to a PB, the more possibility to promote the PB's brand equity enhancement. In addition, this study also found that brand promotion can also promote PB's brand equity enhancement by improving the brand association and the perceived quality. So retailers must strictly follow the "Customer-based brand equity" model's four steps and six stages to create the strength of their PB. At the same time, they should also further promote and keep this strength through appropriate brand promotional activities.