Research On The Reconstruction Of Brand Equity In Digital Era

Brand is the key element for the survival and development of an enterprise,and brand equity is the energy source for the enterprise to achieve value breakthrough and future development,and it is also an important concept for understanding brand and branding research.The digital age has led to changes in the consumption environment,which has led to the evolution of brand connotation.The elements of building brand equity have also been updated with the continuous deepening of digitalization.How to build brand equity in the digital environment has become an important research topic.From the perspective of consumers,this paper analyzes the existing theories of brand and brand equity,and summarizes the existing The building elements of brand equity,analyze the underlying logic of brand equity building elements,and provide theoretical support for analyzing the building elements of brand equity in the digital age.Explore the new characteristics of the media environment,communication paths,and consumer behavior in the digital age,and then explain the new content and new characteristics in the connotation of brand equity.This paper analyzes relevant theories and models through literature analysis and case studies,and analyzes the building elements of brand equity in the digital age based on the three-element framework of "cognition-emotion-behavior".