The Real Diagnosis Analyzes On How The Factors Impact On Brand Value

The global financial crisis has led to the depression of global market. Corporate lack of strong brand has been badly hit, while those have strong brand have been affected relatively slightly. It shows that a strong brand can not only bring corporate considerable financial value, but also enhance their ability to resist risks. What’s more, in the decade, in the list of "Best Global Brands top 100" released by the well-known brand research agency Interbrand, there’s no Chinese brand. It is disproportionate to China’s global economic status. It can clearly be seen, our brand-building should be strengthened hastily. Therefore, to explore the role of various factors in brand value in the process of brand building, to help companies to enhance the brand value effectively, create a strong brand, is the focus of this paper.In this paper, the promotion of brand value is treated as standard, through 373 valid questionnaires, six brands are inspected, examined the intention of various factors on brand value in the process of brand building; also made a particular emphasis on the efforts of corporate brand marketing efforts (including brand support strength and promotional pull) on brand value, while industry competition is treated as a Manipulated variable.The empirical analysis showed that:(1) Industry competition consumes corporate marketing efforts, the more competition, and the slighter effect that corporate marketing efforts made on brand value promotion. (2)Brand quality has greater effect on promotion of brand value than advertising does. (3) the better brand quality (including technology innovation), the greater promotion of brand value; the more brand extension, the greater promotion of brand value; the better channel management, the greater promotion of brand value; and good or bad brand protection has no effect on promotion of brand value. (4) The greater advertising (including sponsorship) intensity, the greater promotion of brand value; better public relations, the greater promotion of brand value; Sales promotion has no effect to the promotion of brand value. (5) The greater brand value, the more difficult to promote it. (6) The greater the market pressure, the more difficult to promote brand value.Based on the findings, the paper has provided some suggestions about how to promote brand value, supporting business managers from theory to practical methods. In practice, companies should focus on increasing marketing efforts, reducing competition and market pressures to promote brand value, and make better use of their controllable factors to predict the trends of uncontrollable factors and respond to it.