Research Based On Brand Loyalty Of Mobile Phone Brand Value Evaluation Methods

Since human put forward the concept of brand assets, the research related to brand assets has achieved more and more people of academia and business’s attention. Most scholars make research from perspective of finance, market and customer.However, customers’recognition is the core of the value formation of brand assets.Therefore, basing on the customer perspective to study the brand equity can highlight the real source of the brand equity. This paper is based on the customer’s point of view to study the equity of the brand assets of mobile phone. And for the customer, this paper focuses on the customer’s brand loyalty. The article tried to base on the theory of existing brand evaluation method, and start with the brand loyalty, bring in a real case of mobile phone to use and analysis the brand evaluation, making the assessment of brand value of mobile phone more effective.This article basing on the current market conditions of mobile phone brand equity in China as well as consumers’ attentions to telephones, and by improving existing models of brand loyalty measurement, measures mobile phone brand loyalty mainly from four aspects:the guests’ perceptive value, conversion cost, customer trust and competitors attractive. Each of these four aspects has more specific indexes. Using these indexes we build up an index system of brand loyalty of mobile phone. Then I use the method of AHP to weight the value of brand loyalty, finally, evaluating mobile phone brand value. In this article I use this method to evaluate the brand value of SAMSUNG mobile phone. At last, I evaluate the results.