Analysis Of Brand Commodity Value And Premium Brands

Based on Marxian labor theory of value, the present thesis mainly analyses that the constant advancement of productivity brings about certain changes in the concept of value. And based on these changes we study the developing process from product to merchandise and then to the most popular brand merchandise in the market. The study is expected to explain the new value theory of brand merchandise and further analyze the brand premium behavior.The thesis begins with a general review of the development of value and analyzes different interpretations of the value theory in different phases of productivity. By the analysis of the phases of the value theory and the comparative research method, we get the value theory of brand merchandise under the new productivity and the market environment.With the development of productivity and the constant changes of market, the form of the merchandise also become more and more varied, developing from labor product to merchandise in the market environment and till today the more popular brand merchandise. Superficially it is just the variety on the name, but with a careful analysis we can find that each phrase represent the distinct characteristics of the phase, certainly including different meanings, and the major difference lies in the changes of value. People have explained product and merchandise with some specific theories. Nevertheless the understanding of brand merchandise, which is familiar to us, is quite vague and general. Thus the analysis of the thesis enables us to understand the brand merchandise better based on the previous understanding of the merchandise value. The thesis argues that in the new brand value theories, the brand merchandise is no longer the simple production and exchange, but the efficiency problem of exchange which is more meaningful to the market. Then the social necessary labor time which determines the merchandise value should include the exchange time during which the merchandise value is realized rather than be confined to the simple production time. So the changes of social necessary labor time determine the merchandise value, which will lead to the new changes of supply and demand in the market. This is the new theoretical framework in the new market environment which will influence the production behavior of the manufacturer and the choice of the consumer. Therefore the analysis of the brand value is very necessary because it will help the manufacturers instruct the market behavior of their product and also provide the theoretical basis for the choice of the consumer.The creativity of the thesis lies in that it breaks the tie of the original value theory, combines the changes of the new market environment, puts forward the new value created by the labor during the exchange process of market product which is different from the labor value in the previous production process, and provides the theoretical basis for the market behavior of brand merchandise.At the end of the thesis, based on Marxian labor theory of value we analyze the new relationship between value and brand merchandise in the new market conditions, put forward some explanations for the premium phenomenon of brand merchandise and get some feasible suggestions concerning brand strategies.