Research On The Brand Equity Innovation And Brand Appreciation Of Shandong Enterprises

In the current competition, Chinese market will become the treasured place of domestic and international brand competition. To the enterprise, brand equity is the commonly most used concept to appraise the quality of a brand. Because there haven't a unified definition to the brand equity, it caused the one-sided understanding to the brand equity of enterprise. But the brand equity is not only mean products premium, the result of advertising or the occupation rate of market, but also the CI, promoting or advertisement. Ignore the rising in brand value and persisting development will lead to the fact that brand equity run off seriously.The thesis article will be directed against the characteristic of the famous-brand equity of Shandong Province in order to analyses the key elements of the brands equity , and offer the result of analyzing of the trade for enterprise. At last, a theory method is put forward to control the factors input in the brand appreciation course on the basis of marginal theory of economics.The thesis is including of 6 parts. The first and second parts carry on the theory survey to the brand and the brand equity, it is classified to the key elements of the brand equity and analysis in the third part. In the forth part, the article describes the current situations of the famous-brand equity to Shandong Province. The fifth part analyses the key elements to brand equity in terms of trade by using the macroscopically level analytic approach, and propose influencing the factor input marginal model of brand equity. At last, the article carries on a tactics research to study to the analysis result.