Study On The High—tech Brand Influence

With the development of our economy and society, people’s consumption concept and consumption level, especially their purchasing, are constantly changing. People usually pay more attention to the importance of brand, and they are also willing to pay a higher price for these famous products. Companies are also constantly in brand building to meet the consumption patterns of consumers. Therefore, how to play an effective role of brand impact on consumers and how to combine their own brand with business development goals are the centre of the brand building for these companies.The paper takes the notebook computer industry as the research object to study the impact of the mechanism of the high-tech brand on consumers and business. In the aspect of the brand impact on consumers, based on the theories of reasoned action, brand equity sources, strategic brand management theory the paper constructs the model of brand impact on consumers, with the factor analysis, structural equation method to verify the theoretical model. The special process is that making use of a questionnaire survey to collect the relevant data of the brand with consumers, and then adopt the SPSS, AMOS and other software for data processing, ultimately prove the influence of the brand to consumers. The result of study has shown the two dimensions of brand, the brand awareness and brand image have influenced the consumers’purchasing intentions and actual purchasing behavior, and the effect of brand image is more significant. The product image, the corporate image and the user image of the brand image all have significant impact on the consumer purchase intentions and actual purchase behavior, and the product image, corporate image are more significant. In the aspect of the brands’ impact on corporate performance, the paper builds the model of brand impact on enterprises mainly based on the theories of brand value theory and business performance, with the regression analysis to verify it. Firstly collect the performance data of the case enterprises and the brand data, and then use the SPSS software to study the influence of brand to the enterprises. The result has shown that the brand has different levels of impact on the enterprise’s shareholders’ equity, net income and operating income, but no significant influencing relationship with the sales growth rate, which indicates that the brand can increase the corporate profitability and shareholders’equity, but it doesn’t directly affect its sales growth.As the brand has impact on the consumers’purchasing intention and actual purchasing, which affects the enterprise performance. The high-tech enterprises should know the important role of brand on the enterprise’performance, especially the profitability of the enterprise as well as the shareholders’ rights and interests, it should work hard on brand building in brand recognition and brand image. That’s to say, on one hand, it should improve the brand publicity, build positive brand awareness, on the other hand, it should highlight the product image and enterprise image while constantly updating high-tech products, and also pay attention to the high technology enterprise’s social responsibilities and obligations.