Research On Brand Equity Management Based On The Multinational Brand Acquisition

. Along with the practice of nation brand strategy and the long-run effect of financial crisis, the brand merger&acquisition(M&A) is more vigorous. While the brand M&A and the asset management is a complex business proceeding. Brand M&A trades such as TCL and alpha and Thomson's M&A, Lenovo and IBMPC brand's M&A, haven't proved successful. Grasping the merger effect on the annexed brand equity and consumer brand perception transformation is the basis to manage and maintain brand equity. This paper attempts to study M&A effect on the brand assets and analyze the practice of M&A to propose general ideology and principal to manage annexed brand equity.Based on the literature review, precious market research, group discussion and consultation and the ideological function mechanism of brand merger, the paper creates the research model and proposes brand relationship, brand image difference and brand ability-oriented trust to delegate the brand M&A effect. Depending on the questionnaire research and the SPSS15.0 statistical analysis sofeware, the paper has researched the correlation between the three factors and dimensions of brand assets based on empirical analysis and the complex M&A's effect on annexed brand equity.Compared with the foreign brand's merger to domestic brands, the domestic brand's merger to foreign brands causes greater loss to the annexed brand equity and more negative effect. While the brand loyalty suffered passive effect in two cases. The case analysis indicates that the successful brand M&A and asset management always shows the ability and promise to maintain the annexed brand trust and better brand relationship image.The research has summarized and reviewed large numbers of references, brought about some simple assumptions, deepened the understanding of the brand M&A's effect on annexed brand equity, analysed the M&A practice which are quite helpful to pay more attention to relevant practice and topics. The paper deems that the effect research between M&A and the annexed brand equity is bound to contribute to make the brand M&A work well in the future.