The Impact O F Brand Experience On Brand

The concept of brand assets originated from the worldwide wave of commercial mergers and acquisitions in the 1980s.As an intangible asset,brand assets can bring huge financial value to an enterprise,leading to the price of M&A often far beyond the book assets of the acquired enterprise.Compared with enterprises without brands,successful brand building can bring excess cash flow to the company,and successful brand management activities can create value for shareholders.As a resilt,the American marketing science institute(MSI)made brand equity one of the most important research topics in the 1990s and continued to make it one of its priority funding topics from 2004 to 2006.Nowadays,brand equity has undoubtedly become the focus of marketing research.In practice,enterprises also pay more attention to the brand assets management to win more market chances in the fierce competition.The formation of brand assets comes not only from the enterprise's efforts,but also from effective information communication and interaction between operators and consumers,basically,brand assets are built on the subjective evaluation of consumers.The development of society and the constant demand upgrading lead to more refined and complex products and services.The increased information cost of products and services has promoted the emergence of a new economic form,the experience economy.Brand experience is a high-end field in experiential marketing.It is not a one-way action,but an interaction between participants.Brand experience comes from the direct interaction between consumers and brand products.It plays an important role in brand equity building as the experience marketing effect is vivid,authentic and credible,and can stand the test of time.Due to the concept of brand equity framework will change as the situation changes,this article builds a theory frame of brand assets taking the Naked Sta'bles Private Reserve as a case on behalf of the new trend of the hotel industry.I collect the data through questionnaire survrey,and then construct a structural equation model to test the hypotheses with the SPSS and AMOS as a data analysis tool.The results show that brand experience has a significant positive effect on brand equity,and brand significance has a complete intermediary effect between brand experience and brand equity.The research in this paper not only enriches the theoretical research on brand experience and brand assets,but also helps enterprises optimize brand equity strategy.