Consumer-based Brand Equity Evaluation

With the rapid development of the global economy, the brand which is animportant intangible assets of the company has received more and more industry-wideconcern and attention and the evaluation of brand equity have become a hot issue inthe field of academia and even the business community in recent years.This article drawed on achievements based on consumers’ brand equity research,analyzed the dimensions of brand equity, constructed the model based on consumers’brand equity which was scientific, operable and valuable. This paper mainly had thefollowing contents: firstly, it systematically expounded the theory of brands, brandequity and brand-equity theory, retrospected previous scholars’ research aboutcustomer-based brand equity and pointed out the necessity to build brand equitymodel with hierarchical relationships and empirical research; secondly, it wasconsidered that the brand equity was made of brand awareness,, brand image,perceived quality and brand loyalty on the base of the research results about brandequity dimensions of scholars at home and abroad; at last, the result is to test andmodify the model through the analysis of the empirical data. Finally it is concludedthat the model has obvious relation of levels. On the basis of analyzing McDonald’sbrand assets constitute, according to the proposed evaluation model a plateau to makeconsumers brand assets evaluation. Due to the different enterprises in different stagesof development goals, so the emphasis of the assessment will also be different, so theevaluation results will directly affect the design of the brand and the implementstrategy.