Research On Indicators About Brand Reputation Of Electric Equipment Industry

Today,brand is playing a more important role in company management and evaluation of assets.In daily management,enterprise uses to adopt financial indicators,such as sales data,cost analysis,marginal revenue,return on assets.However,the problem is those indicator are all short-term.According to those short-term indicators,attractive advice of investment are often those which can make profit quickly and will reduce the development in the brand which cannot take effect in short time.On the other hand,in evaluation of the intangible assets,financial indicators may not work as well as our anticipate.We are in urgent need to explore a set of managing indicators of brand strength to guide the enterprise daily management and evaluation of enterprise assets together with financial indicators.Based on reviewing the definitions of the Brand,the Brand Equity model and factors affecting the Brand reputation,the author attempts to establish a suit of indicators based on consumer and adds a new dimension called Brand additional elements.All of this will construct to establish the general suit of Brand Equity indicator which can be applied to all of industry.First,By the method of literature research,combing the domestic and foreign theory about the brand definition,brand equity model,brand consists,brand reputation,the Chinese electrical industry status,the author analysis of home appliance industry brand reputation influence factors is brand reputation home appliance industry has been put forward to measure index system.Second,using the 0-1test method to select the main indicators and distribute the ratio of each indicator with AHP.Last,through practical research,the author compare the brand reputation of both Guangdong and overseas to test the validity of those indicators and to provide some advice to the construction of Guangdong industry.