Reaserch On The Evaluation Model Of Dairy Brand Equity Based On Consumer

Brand equity is the strategic resource for getting profit in the future market. To Chinese enterprises, how to measure the brand equity effectively and strengthen the brand management has been a major challenge in the context of economic globalization. Customer-based brand equity reveals the true sources of brand value which has been a trend of researching in the field of asset. As one of the emerging industries, the dairy industry grew quickly in recent years. It will be faced with fierce competition in the coming years, however, the brand is the most effective weapon. Consumer-based dairy brand equity evaluation has an important theoretical and practical value.There are fruitful researches for brand equity which provide excellent guidance for managers to build and manage brand equity. In this paper, I modified the existing models and designed an Evaluation System of the customer-based brand equity which combing the relevant researches at home and abroad and the characteristics of the dairy industry.At first, I had a depth study about the "Ten essential factors of brand equity evaluation" of David A Aaker and the "Customer-Based on brand equity" of Kevin Lane Keller and summed up the customer-based brand equity evaluation factors which combining the panel discussions and expert advices. The data are accessed through questionnaires and analyzed by SPSS19.0in order to get the weights of the indicators which calculated the customer interaction coefficient. Secondly, I calculated the current brand gains which referenced the method of Interbrand. And then, the current brand revenue and customer interaction coefficient to get the brand value. At last, brand "Bright", as an example to validate the model which can make the theory achieve further tests and correcting in practice and become a scientific evaluation.Conclusions of this study are:In the five-dimensional structures of the brand equity in the dairy, the contribution orders for dairy brand equity are:the association and loyalty factor, the brand personality factor, the brand valuable factor, the brand recall factor and the quality factor. In the empirical analysis, the evaluation model is used to evaluate the brand equity of "Bright" and the result is about4.677billion which has been contracted with the result of Beijing Famous-Brand Evaluation office. I also analyze the reason of the differences and make further evaluations of the model. Finally, some suggestions are proposed about how dairy companies optimize brand management and enhance brand value.