Research On Commercial Bank Brand Equity Management

With the economic and financial globalization and rapid technological development, product homogeneity become more and more serious, competition between commercial banks is more than just products and services, it will enter into an era of brand competition. Brand equity management based on the consumer point of view is increasingly becoming an important tools of brand management to commercial bank competition.This study sorted out brand equity theory, analysed the development status and the problems of commercial bank brand equity, summed up the successful experience of brand equity management, discussed issues related to commercial bank brand equity management, in order to provide reference to commercial bank brand equity management practices.This study set the relevant theoretical research of brand and brand equity as a starting point, reviewed the relevant brand equity management research, identified the object and framework of this study. Through the analysis of the development of commercial bank brand equity, this study pointed out the problems in commercial bank brand equity management, including high awareness-low loyalty, lack of brand equity management system and marginalized risk.In connection with the above problems, this study analyzed the successful cases of "Dr. King" brand equity management, summed up the successful experience and the implications. On this basis, this study proposed three levels of optimization of commercial bank brand equity management. Firstly, built brand equity from the internal management and external marketing, accumulate brand equity through fostering brand culture, closing customer relationships and strengthening the social responsibility. Secondly, maintain brand equity from the legal, innovation and risk management point of view. Finally, enhance the specific proposal of brand equity based on brand extension and brand alliances.