A Study On Brand Equity Model Based On Consumer Perception

With the rapid development of market economy in China, the brand equitygradually become the deep reasons which affect the enterprise’s survival anddevelopment. The progress of science and technology, and the development ofeconomy make more enterprises awareness to the importance of brand, they do moreresearch on brand strategy, and gradually increase investment in the brandconstruction. However, because the lack of understanding of the overall systems,there appears various problems in the process when our company using theconception of brand equity, it is very dangerous. According to the cultivation andpromotion of the brand equity, the enterprises take effective brand equity evaluationcan make the brand equity construction more effective. Therefore, the brand, brandequity and brand equity evaluation model is significance. Because enterprises needcater to customer, they must pay attention to the brand perception of their customer,so it is inevitable that come up with the brand equity evaluation model whichperspective based on the customer perception, and this is the most suitable forenterprise to use.In accordance with brand equity theory, customer perceptive value theory andbrand equity evaluation theory, this paper measures three industries’ brand equity byusing various analysis method comprehensive, and put forward brand equityevaluation model which based on customer perception. First, the paper introduced thetheoretical basis of brand equity evaluation based on customer perception perspective,and then analyzes the mobile phone, shampoo and milk industries’ survey data ondimensions of brand equity in Hunan province, and put forward an brand equityevaluation model based on customer perception angle, then validate the researchmodel and research hypothesis by using demonstration.This research’s innovation points: first, new summary and refining onconnotation of brand and brand equity; second, put forward a new model to measurebrand equity, and propose some hypotheses, carry on questionnaire survey andempirical analysis; finally, this research investigate three industries, which are mobilephone industry, shampoo industry and milk industry.