Study On The Factors Affecting The Health Of Dairy Brands

With the advancing of economic globalization,some international brands have entered China in recent years,leading to bottlenecks in the developm^ent of many brands in China Brands represent the core of a company.Its health is often related to the rise and fall of a company.It is crucial for companies to study brand health degree.At present,there are few related results on the theme of brand health degree in China.Therefore,exploring the influencing factors of brand health has important theoretical and practical significance for the brand development of a company.This article is part of the results of a brand project commissioned by a dairy company.The low-temperature products produced by this company occupy a major share of the market.Under the background of rapid brand development,the company hopes to explore the consumption behavior and demand of dairy consumers and explore the factors that influence the brand’s health degree to enhance brand management.The study focused on dairy products as the research object.After sorting out relevant documents at home and abroad,based on the previous brand health research,most of them selected brand assets as the main influencing factors,and introduced two new factors:product quality and consumer preference.The influence of brand health was based on the three,and related scale questions were set up to form dairy consumer and brand survey questionnaires.Consumers’ motivations,behaviors,preferences,and other relevant data on dairy products were collected through questionnaires.A total of 700 questionnaires were distributed and 615 valid questionnaires were returned.The effective rate is 87.9%.The questionnaire passed the reliability and validity test.According to the questionnaire information,a statistical analysis was made on the perspectives of consumer characteristics,brand awareness,and brand image for two categories of low-temperature fresh milk and low-temperature yogurt and the specific brands involved.Based on the structural equation model,the impact of brand equity,product quality,and consumer preference on brand health degree was analyzed empirically for two categories of low-temperature fresh milk and low-temperature yogurt.The research results show that the quality of low-temperature fresh milk products has the greatest impact on the brand health degree,while the taste of low-temperature fresh milk products has the greatest effect on the quality of the product.Low-temperature yoghurt brand assets have the greatest impact on the brand health degree,and the main factor affecting low-temperature yoghurt brand assets is its brand loyalty.According to the empirical analysis results,the company has proposed rich taste taste of low-temperature fresh milk,and increased the investment and construction strength of low-temperature yogurt brand loyalty.