A Study On Enhancement Strategies Of Dairy Products' Brand Value Based On Brand Equity

With the fierce global economy competition,the brand as a new form and method of competition received extensive attention from domestic and foreign enterprises.In today's economic society,the brand develops rapidly and become a powerful competitive weapon for enterprises.The size of brand value is a key factor in the market.Enhancing brand value can help enterprises' development and enable it to stabilize in the future.However,the brand value is dependent on the brand equity.Therefore,how to enhance the brand value based on brand equity is important.The purpose of this dissertation is to analyze influence factors of brand value based on brand equity,and hope to provide effective strategies for enterprises to enhance their brand's value.In the process of research,this dissertation adopts the qualitative method to analyze some results of research about brand value and brand equity.At the same time,this dissertation also adopts the quantitative method to analyze sample date from questionnaire.In the analysis of the sample data,use the SPSS version 22.0 to analyze the first hand data to check the hypothesis.According to the results of analysis,this dissertation puts forward the corresponding strategy for how to enhance the brand value based on brand equity.First of all,focusing on the management of brand equity is a key.In this part,make a detail strategy from the brand awareness,loyalty,image and perceived quality of four aspects respectively for enterprises to enhance their brand value.Secondly,put forward some specific measures from the perspective of macro market,namely the brand strategy,brand innovation and brand culture point of view to see how to enhance the brand value.The research of this dissertation is closely related to the development of brand marketing economy,which has two aspects of innovation.First of all,through the system to sort out the brand value and brand equity theory,to re-create a more perfect model of brand equity to explore the brand equity and brand value of the link between the degree and impact.Secondly,on this basis,through the empirical analysis for the promotion of corporate brand value provides a key tool.Brand equity is necessary for enterprises.Enhancing brand value based on brand equity can provide enterprises with more effective and easier to implement the new strategy.At the same time,it also can improve brand value for enterprises and found a solid foundation in the market to face the fierce competition.