The Effect Of Tea Brand Sales Promotion On Brand Equity

There are wide varieties of tea type in the domestic market, and mostly produced by small enterprise, what lead to tea products’ quality inevitably mixed. The price gap is larger between tea products. Although most tea enterprises in China have realized that there is no more important than marketing and generalized their own products by advertising and sales promotion tools. With improper use of these tools and know little about the promotion strategy, the tea enterprise fall into prize battle, what also makes consumer think the tea’s prize and profit doesn’t match its own value. Domestic scholars start studying the effect between sales promotion and brand equity merely about ten years. With the tea promotion research, the scholar mostly focus on the theory about tea industry promotion, and haven’t go into the impact between sales promotion and brand equity. It makes tea enterprise manager couldn’t use sales promotion tools certainly.This paper, firstly, sort out the scholar’s research findings and definition the sales promotion and brand equity. Then structure the model of tea brand sales promotion’s effect on Brand Equity, which base on Consumers self perception theory and Aaker model. Then the author proves the model and contrast the result.According to the study:firstly,sales promotion surely can influence tea brand equity,and sales promotion based on prize have limited influence on tea brand equity, which also can improve brand awareness and are good at spreading brand. It also prove that cutting prize and discount are not always harm brand equity; Secondly, two kind of sales promotion have different influence on brand equity, non-price guide sales promotion have Significantly influence on brand imagination and brand loyalty and more advantageous to build brand equity. From these researches, the author believe that sales promotion can affect brand equity not only according to influence consumers Emotional level, but to consumer’s emotional level; Thirdly, origin association can also has significantly influence on brand equity, especially on brand imagination, brand loyalty and perceived quality; Lastly, from the contrast, we know that the influence on brand equity from sales promotion is long-term not only the short time promotion tools.