Research On Brand Equity Management Of Small And Medium Sized Enterprises In Guangdong Province

Nowadays, along with the globalization of the economy and the science and technology development, products homogeneity is increasingly obvious. Competition among enterprises is no longer mere product, but brand.More and more enterprises attach importance on brand equity. Brand equity management basic on consumer-driven has been a major tool of brand management.for enterprises to win competition in the competition.Through theoretical analysis of brand equity, as well as brand equity management practice of small and medium enterprises in Guangdong Province, this thesis researches on brand equity management and provides consult for brand equity management practice of small and medium enterprises in Guangdong Province. The process of research and content are as follows:Firstly, this thesis establishes this study's subject and framework through summarizing systemic theory of brand equity at home and abroad. Then, through research methods of questionnaire, this study surveyes and analyzes brand equity management status of small and medium sized enterprises in Guangdong Province.And it sharply pointes out the brand management problems of small and medium sized enterprises: lack of "brand equity" sense and neglecting brand equity building in the business philosophy; lack of long-term planning, unclear on brand positioning, blinding on brand extension, and other issues in the specific operation of brand equity.Based on above-mentioned problems, this thesis states the proposals of brand equity management of small and medium sized enterprises in Guangdong Province from three areas. Firstly, the thesis expounds the ways of brand building and accumulating from process and relationship management. Then, the thesis introduce the strategies of brand equity protecting from the law, enterprise innovations and crisis management. Finally, the thesis clarifys the specific recommendations of brand equity upgrading based on brand equity elements and brand extension,and calls for small and medium enterprises operators to attach more impotance to brand equity management.