Research Of Corporation Brand Equity Protection Based On Consumer Cognition

Brand equity is regarded as a very important concept in business practice as well as in academic research, because marketers can gain competitive advantage through successful brands. Through study and sum up the relevant domestic and international brand equity research achievement, with the actual situation in the Chinese market, the paper notes that brand equity is defined that a product became as a brand, on the basis of consumer awareness, compared to non-branded products, is the sum of bring more revenue to the brand providers and the greater the effectiveness of the consumers of using the brand. The model of corporation brand equity protection based on consumer cognition is ordered to be enable Chinese enterprises to protect the brand equity with a clear goal and avoid the blind idea of finishing in a hast. The article point out that consumer cognition is the foundation of the brand equity's appearance, protection and enhancement. If no consumers and no good consumer awareness, brand equity will not exist. Products are the object of consumer cognition and the source of brand equity, too. The brand is result of the consumer cognition of the products. Good consumer cognition will create a strong brand. Brand equity is the core of corporate marketing and the display of the internal value of brand. It is the source of enterprise development and expansion and upgrading of capital. Brand equity not only contributes to the enterprise value of property, but also has the effectiveness of consumer value-added role. Consumer cognition and brand equity promote each other and interact actively.Corporation brand equity protection based on consumer cognition is to study the causes and effects of the protection of brand equity. By straightening out the impact and interaction of between the products, consumer awareness, and (brand) brand equity, ordering to determine the focus and specific indexes of corporate brand equity protection .In this paper, taking notebook computers as an example, the author obtained the data through a survey questionnaire. Through math analysis way and the outcome of date analysis, the paper tests and verifies the theoretical hypothesis. The conclusion include that products and consumer cognition, consumer cognition and brand, consumer cognition and brand equity, brand and brand equity, all have significant correlation. To protect the brand equity, enterprises should mainly concern the main factors of products, consumer cognition, brands and brand equity. Corporations should take effective measures to improve the product and consumer cognition, establish a strong brand. To system protect corporation brand equity in full scale, consumers must be the core to corporations and corporations meet consumers'demand.Finally, this study describes the conclusions. This article also pointed out the limitations and the outlook of the study, expecting to provide realistic support for actual marketing practices and to set example for further research. These articles is also point to the way how to do the corporation brand equity protection effectively, the direction of the brand marketing and the way to enhances brand equity. The brand equity protection model scientifically directs enterprises to develop effective marketing strategies and establish a strong brand, effectively protect and enhance brand equity, access and maintain their competitive advantage.