The Empirical Analysis Of The Brand Equity Of Suzhou Kinglong-Higer Bus

Along with the growth of Chinese automobile industry, Chinese bus industry enters a new era. While facing fierce competition in domestic market, Chinese bus industry is also trying to develop and seize the market overseas. How to survive from the domestic market and to deal with the pressure mounting from international market has become an important issue to address for the development of Chinese bus manufacturers.Implementation of brand strategy, accurate brand positioning and strong brand building are the source for Chinese bus companies to get advantage and keep sustainable development. The empirical analysis in bus brand equity has not been deeply studied in domestic bus manufacturers. Lack of brand building failed some of bus companies to form the systematic, comprehensive and lasting competitiveness. In this thesis, taking Higer Bus Brand equity of the empirical analysis as an example, we will discuss in the following aspects.We first analysis the status in research of brand content and brand assets around the world, then raise the brand equity of empirical analysis and research model adopted in the form of a questionnaire survey. For Higer bus distributors and end users, we selected ten domestic cities for sampling purpose. Using the mature brand equity empirical analysis model on Suzhou Kinglong-Higer Bus, we start the empirical analysis and research in brand awareness, brand recognition, brand image and brand loyalty. Based on the result from the analysis, we came up with strategies to promote the brand and enhance the brand assets for Higer bus.At the end of this thesis, it puts further thought on Higer Bus brand equity. More work needs to be done in brand asset management and protection, brand extension and etc. Only by that, can we have a more comprehensive solution to brand issues of our bus manufacturers.