On The Consumer-Based Brand Equity Model

These years, the domestic beverage industry has maintained rapid growth. According to the data released by China Beverage Industry Association, China has become the second largest manufacturer in beverage industry in the world. Although the beverage industry maintained a good momentum of growth, the proportion of different kind of beverage has changed. The sales of carbonated drink declined gradually, with an unavoidable trend of decline. The reason is that consumers pay more attention to healthy. As fruit juice drink is healthier than carbonated drink, it has been a trend. Some professionals predict that fruit juice drinking time is coming! As there is no barrier to entry the fruit juice industry, the competition in fruit juice drink in China is more and more fierce, and the phenomenon of product homogenization is very serious. The new products soon be simulated by competitors. Consumers hardly tied to one brand in this kind market. It is very important to create a well-known brand. Fruit juice drink industry is one of the common fast moving consumer goods,which brand is very close with customers. So it is important and necessary to do the research on brand equity of drink from the view of the customer. Companies can make more valuable decision in the market, so that they can tie there customers to there products and attain the competitive predominance.The theoretic and empirical researches on brand equity emphasize comprehensiveness and universalism, but they ignore the difference among brand equity of different industries. Obviously,the former findings of research maybe not practicable for the drink industry, needing a lot of adjusting. And there is little studies on fruit juice industry in China. Based on the literature review, through the research of two fruit juice drink brand, this paper establishes the brand equity model of the fruit juice drink industry. The results based on Chinese data fit Chinese market more. Compared with the previous research results based on several industries,we can find that the models of brand equity are different in different industries.This study, through the consumers interview first, selects Company Strength Association,Brand Equity,Brand Awareness,Brand Association,Perceived Quality,Brand Affect,Brand Loyalty as the variables effect the brand equity, and then put forward 14 research hypotheses about the relationships of them. After the questionnaire survey, this paper uses correlation analysis and regression analysis to test the relationships of the two and the dimensions of brand equity, and then establishes the model of brand equity based on the fruit juice drink industry.This research shows that the model of brand equity of other scholars can't be applied on the fruit juice drink industry directly. It is necessary to establish a brand equity model based on fruit juice drink industry. In the end, some suggestions are make to the fruit juice drink companies based on the brand equity model of fruit juice drink.