Study Of Brand Equity Differences Influence On Brand Sensitivity

Nowadays, the brand is increasing rapidly and becoming more and more influential to the consumers. And the consumers are becoming more and more interested in and sensitive to the famous brand. The consumption of the famous brand has become a trend. According to the research of United Nations Industrial Program, the famous brand products only occupy 3% of all products, but have as much as 40% market share and 50% sales account. The brand trend is not only a great opportunity, but also a huge challenge for the companies. On one hand, the companies may build powerful brand equity in the emerging brand market. On the other hand, they have to face to the fierce competition and the difficulty of building brand equity.Western academic scholars always focus on the study of the consumer behavior, while less focus in our country, especially on the consumer's brand sensitive. And now the brand equity becomes the focal point of marketing research and company practice. So the paper takes the brand equity and the consumer's brand sensitive as the research object and makes a study of the relationship between them. Then the companies can build the brand equity according to it.Therefore I read a lot of theoretical research about consumer's brand sensitive and brand equity, and with the help a related model was made, including the brand sensitivity as the dependent variable, the brand equity difference as the independent variable and some hypotheses was brought out, the last I analyzed the hypotheses with positive methods.Specifically speaking, first the mobile phone was chosen as the research object and well-educated people younger than 45 as the investigation object. Then the scales were made and the initial questionnaire was designed. The initial become a formal one considering the feedback from the market research.The model is tested and analyzed by SPSS software through reliability analysis, correlation analysis and regression analysis. The outcome shows:1.Brand equity differences contains five dimensions, and each dimension has the remarkable forward influence to the consumer brand sensitivity except the brand association differences.2.Each brand equity differences has different influencing degree to the consumer brand sensitivity. And two greatest influence dimensions are brand loyalty differences and brand personality. They are more important to the consumer brand sensitivity. So the companies should pay much more attention to the two dimensions of the brand equity than others.In order to explain the point of view of the paper a case named "beleaguered Nokia" was brought out.At the last, according to the researching conclusion some try-out suggestions were made for the companies to manage the brand equity. I wish the conclusion and the suggestions can do some help to the companies in need. However, because the influential factors of the consumer brand sensitivity are extremely complex, and the research conclusions are limited. So a further research needs to be done to improve it.