Brand Loyalty-oriented Study On Building Core Brand Value

Brand consciousness of enterprise and concumers have been continuously growing when facing today's hyper-competitive market of product homogeneity. Establishing clear and unique core brand value is a winning ticket for enterprise to maintain brand loyalty and have competitive advantage. Thus, building brand value has obtained more and more attention from the enterprises and is becoming a hot spot of theory study. Based on empirical research survey of the affective elements on brand value, this paper is hoping to enrich the present theory of brand value and provide references for enterprises to build brand value.Based on document research, this paper proposes a hypothesis, builds the structural model and measuring model of brand value. Questionnaire investigation is made in this paper, taking undergraduare sudents as samples. Structure equation model ia applied and AMOS is used to analyze the data collected to testify the model and hypothesis in this paper. It also analyzes the key elements affecting the brand value and the connection between brand value and brand loyalty to provide references for enterprises to build brand value.Based on the result of case study, this paper comes to a conclusion that in order to maintain brand loyalty, enterpises need to fullfill the following tasks:They must put emphasis on product quality, functional innovation, quick response to customer needs to establish the functional value of their brands. Through frequent communication, enterprises should humanize their design and service, bulid up integrity to establish emotional brand value. Through satisfying the needs of the customers to have their voice heard and raising social popularity, enterprises need to bulid up their symbolic value. Moreover, enterprises need to prioritize the three aspects of value based on their profession.