Research On The Coupling Mechanism Of The Function And Value Of Brand

Brand is the most important intangible asset of the enterprise, it is the source of the enterprise to get sustainable competitive advantage, and it is also the powerful weapon of the enterprise to keep itself evergreen. How to create strong brand, and how to maintain long-term vitality is a difficult and continuously exploring problem to numerous enterprises in brand building and construction. According to this article, solving this problem must start from the function and value of brand, tracing its source. Only making clear the function and value of brand as well as the coupling relationships between the two systems can identify the focus and direction for brand building.This thesis includes five parts:the first part describes the research background, purpose and significance of this study, reviews the relevant literature and introduces the research methodology and framework of the thesis; the second part elaborates some relevant concepts of brand, and constructs the model of brand function system and brand value system; the third part proposes the coupling relationships within the brand function system and brand value system, and the coupling relationships between the two systems, on the basis of previous studies; the fourth part is the empirical research, put forward the coupling relationship hypothesis of the brand function system and brand value system, through literature method and questionnaire method to construct the measurement scales, through EFA and CFA empirical analysis, demonstrating the existence of various potential variables, then using the structural equation model to test the coupling relationship hypothesis between the brand function system and brand value system.The innovations of this thesis are as follows:around the function and value of the brand to build the brand function system and brand value system model, using EFA and CFA empirical analysis to prove the existence of various potential variables, using the structural equation model to test the coupling relationship hypothesis between the brand function system and brand value system, then pertinently bringing forward some methods and measures to prompt the two systems to achieve benignly coupling, so as to build a strong brand.The conclusion of the thesis is the following:Building strong brand must start from the function and value of brand, construct the brand function system and brand value system model, and perfect them timely according to the diversified changes of consumer demand. The brand function system and brand value system are the two inter-action, mutual influence and dynamic systems, the two subsystems are not only connected internal, but also the benignly coupling is the endogenous power to promote brand development.