Brand Positioning Based On The Psychological Contract Research, Impact On Brand Equity

Brands has became the most important thing in modern market competition instead of the concept of products first, and a high brand equity takes more and more profits, e.g. a higher additional value of brand and bigger market share, etc. All of above bring enough attention to brand-related functions.The promotion of the brand positioning can not be neglect, which is the beginning of the Brand strategy. It not only can affect the consumer study of the brand knowledge and lead the customer brand chosen, it also have close relationship with other elements like brand loyalty.Although the researchers have done many studies on the impact of the brand equity, researchers have not pay enough attention to how brand functions built brand equity, especially the brand positioning.In consider of the important effects brand positioning take to brand equity, this paper develop the research based on the psychological contract between company and customers. Compare with the traditional research on brand equity, this paper begin with the effect that different type of psychological contract have on customer expectation and brand equity. In accordance with purpose of the research, this paper induces trading positioning impact more on trading psychological contract, and vice versa. At the same time, development of the psychological contract have evidently impact on brand equity, which insist of deepen the psychological contract and change from trading psychological contract to relationship psychological contract. Based on the above context, this paper has some advice in order to perfect brand positioning, e.g. differentiate two types of psychological contract, choose appropriate positioning mode and perfect the system of the positioning.